News Summary
Prepared with editorial review.
- Following Norway’s historic run in the 2026 FIFA World Cup, demand for the national team’s jerseys has surged, leading to shortages across European markets.
- The Norwegian Football Federation reported that jersey orders this year have increased fivefold compared to last year, reaching up to 250,000 units.
- Store manager Anders Lilleberg described the supporters’ enthusiasm as unparalleled, saying, ‘I have worked here for many years, but I have never seen an atmosphere like this before.’
June 26, Kathmandu – Norway’s historic performance at the 2026 FIFA World Cup has triggered an unprecedented surge in demand for the national team’s jersey.
Ahead of the quarterfinal match against England, official retailers across Europe have run out of stock of Norway jerseys, prompting fans to queue overnight just to purchase one.
The Norwegian Football Federation (NFF) has acknowledged underestimating the demand and reported that since the new jersey was unveiled in March, most official retailers, including Nike, have consistently sold out their stocks.
The jersey demand soared particularly following striker Erling Haaland’s stellar performances and Norway’s historic victory over Brazil. Jerseys often sell out within minutes of becoming available.
According to Runar Pahr Andresen, NFF’s commercial director, retailers have ordered approximately 250,000 jerseys this year compared to only about 50,000 last year.
He noted that while fan demand has exceeded expectations, it will be challenging to significantly ramp up production during the ongoing World Cup.
At the renowned sports store Torshov Sport in Oslo, news of a new jersey shipment arriving Tuesday night triggered a line of hundreds of fans by early Wednesday morning. Local media reported the queue stretched nearly 600 meters, with some supporters waiting up to 12 hours, sometimes bringing chairs to hold their place.
Store manager Anders Lilleberg expressed astonishment at the enthusiasm, saying, ‘I have worked here for many years, but I have never seen such an atmosphere before. It’s truly incredible.’
The store has started registering names for the next batch of jerseys, but there is no guarantee that fans will receive them before the quarterfinal against England.
As availability dwindles, resale prices have dramatically risen. While the home jersey is officially sold for £89.99, it is being resold on some secondary markets for up to £355, and the away jersey is being resold for over £231.
According to the NFF, jersey sales this year have generated the federation’s highest revenue ever.
In this World Cup, Norway has defeated Iraq, Senegal, Ivory Coast, and five-time world champions Brazil to reach the quarterfinals for the first time.
Norway will now face England on Sunday for a chance to advance to the semifinals.
