Airline wager sees Norwegian Air adopt British Airways’ colours after World Cup quarter-final

By Rohan Gupta — 13 July 2026 — 4 min read

A recent social media wager between Norwegian Air and British Airways concluded with Norwegian Air changing its Instagram profile picture to the British Airways crest for 24 hours. This outcome followed England’s 2-1 victory over Norway in the FIFA World Cup 2026 quarter-final match held on July 11.

The agreement between the two airlines stipulated that the carrier representing the losing nation would display the winner’s logo on its Instagram profile. Norwegian Air honoured the bet, swapping its usual bold red tail logo for the familiar blue ribbon and crest of British Airways.

The airline posted a message alongside the temporary logo, stating, “While the tournament is over for us, this friendly bet will forever live in all our hearts. We wish England and British Airways all the best in the semi-final, and we sincerely hope you’ll get to bring football home!” This gesture transformed the budget carrier from Oslo into a temporary wearer of its rival’s colours.

The quarter-final match saw England secure a 2-1 win, advancing them to a semi-final clash against Argentina in Atlanta. For Norway, this marked their first-ever appearance in a World Cup quarter-final, following their return to the tournament after 1998. Their previous best performances included reaching the Round of 16 in 1938 and 1998, and a group-stage appearance in 1994.

The Wager’s Impact and Context

The wager, which involved no money or free flights, was primarily about pride and generated significant online attention. It became a viral event within hours, especially given that both teams had made deep runs in the tournament, with Norway reaching its first World Cup quarter-final and England aiming to bring “football home.”

This type of corporate sports wager has become a common public relations strategy. The Norwegian Air and British Airways Instagram swap is the latest example of brands engaging in such friendly competitions. These bets are often characterised by low stakes but high buzz, offering a unique way for companies to engage with the public.

The rivalry between the two airlines has historical context. British Airways’ parent company, IAG, previously attempted to acquire Norwegian Air, even holding a 4.6% stake. Norwegian Air had also made significant inroads in the transatlantic market, surpassing British Airways as the largest non-US airline on New York routes in 2018. The social media bet transformed this competition into engaging content.

The timing of the wager during the World Cup 2026 was strategic, as airlines are heavily invested in the tournament being held across the US, Canada, and Mexico. The FIFA president has described demand as “absolutely crazy.” A viral, no-cost activation during the knockout stages provided excellent timing for both brands.

The approach taken by Norwegian Air, embracing the loss with self-deprecating humour, contrasted with typical luxury brand marketing. This human and shareable tone allowed the airline to lean into the defeat rather than conceal it, a rare move for an airline brand.

Aftermath and Broader Trends

Following the 24 hours, Norwegian Air reverted its logo. British Airways did not have to undertake any similar action, simply accepting the congratulations. Both brands reportedly gained millions of impressions from the single Instagram post, demonstrating the effectiveness of such low-cost marketing strategies.

The incident served as a reminder that even amidst large-scale sponsorships and technological advancements like VAR in a World Cup, owning a loss gracefully can be a powerful marketing tool. This was particularly notable in a tournament where airfares had reportedly increased by 30% due to fuel and airspace issues, making this particular brand engagement cost-free for passengers.

Corporate “sports wagers” have been a part of brand strategy for over a decade. Previous examples include:

• 2013 Super Bowl: Budweiser vs MillerCoors
• 2014 World Cup: McDonald’s Brazil vs McDonald’s USA
• 2016 Euro: Icelandair vs British Airways
• 2018 World Cup: Aeromexico vs Lufthansa
• 2015 NBA Finals: Salesforce vs Oracle
• 2022 World Cup: Amazon vs Walmart
• 2019 Rugby World Cup: Tourism NZ vs Tourism Japan
• 2021 Euros: Visit Scotland vs Visit England

These past wagers have involved various stakes, from CEOs delivering beer in rival jerseys to renaming burgers and posting specific messages on social media. The England vs Norway match concluded with a final score of 2-1.

Source: brandequity.economictimes.indiatimes.com

Rohan Gupta

Sports Reporter