Erling Haaland feels the heat in Norway for ‘tragic’ World Cup beer commercial

• Campaigners hit out at striker’s role in ‘Let It Pour’ video

• ‘He is a great hero for many young people’

Erling Haaland’s collaboration with a leading American beer brand has caused a backlash in his native Norway, where alcohol advertising is banned.

World Cup sponsors Budweiser’s hiring of the Manchester City and Norway striker to help launch its “Let It Pour” promotional video together with the former Liverpool manager Jürgen Klopp has led to criticism from campaigning groups, who described Haaland’s commercial deal in the build up to this summer’s tournament as “tragic”.