It is not every day that a football match becomes a marketing campaign that sets the internet buzzing. Ahead of the World Cup quarter-final between England and Norway, two major European airlines – British Airways and Norwegian – turned the rivalry on the pitch into a playful bet that racked up millions of views.
The bet that captured the internet
It started with a humorous Instagram post. Norwegian challenged British Airways: whichever airline’s team lost would change its Instagram profile picture to its rival’s logo for 24 hours. British Airways replied with a wink, suggesting it was unwise to enter a bet you cannot win – and the off-field contest was on.
Other airlines join in
The exchange quickly drew in other airlines, which joined the conversation with jokes and friendly jabs. The two companies even released a joint video showing their representatives shaking hands and swapping logos, officially sealing the bet. The good-natured tone was widely praised online.
Tens of millions of people reached
According to Norwegian, the idea came from its social media team, who were looking for a creative way to join in with the tournament. The airline said it expected the post to get attention, but never imagined it would reach tens of millions of people around the world – and that British Airways’ sporting response was what turned it into a genuine joint campaign.
Who changed their logo?
England won the match 2-1 after extra time, following a 1-1 draw in normal time. Norwegian honoured the bet, switching its Instagram profile picture to the British Airways logo for 24 hours – and even adding England fans’ famous chant, “It’s coming home”. The post drew thousands of comments and shares.
Competition with a smile
Although the two airlines compete in the European market, the episode showed that rivalry and humour can go together. Instead of a costly traditional advertising campaign, they used the excitement around the World Cup to win huge exposure and strengthen their connection with followers – proof that sometimes the biggest winners are those who can take the game in good spirits.
Learn more about one of the airlines in our British Airways profile.
