Haaland adds chess investment and film role during Norway World Cup run

Erling Haaland is pairing Norway’s deepest men’s World Cup run with a widening set of business and entertainment ventures. Norway is due to play England in the quarterfinals after reaching that stage for the first time at a men’s World Cup, Fortune reported.

The 25-year-old striker remains one of soccer’s highest earners. Forbes estimates that Haaland makes $60 million a year from his on-field work, Fortune reported.

Off the field, Haaland has been building investments through Pillage, a Luxembourg-based company with interests in finance, technology and real estate, according to Fortune. His most recent confirmed deal came in March 2026, when he became an angel investor in Norway Chess.

Chess becomes part of the portfolio

Haaland also joined Norwegian businessman Morten Borge to create Chess Mates, a company tied to competitive chess events, Fortune reported. ESPN reported that its Total Chess World Championship format will carry a minimum prize fund of $2.7 million.

Haaland linked chess to the way he thinks about soccer in comments reported by Reuters earlier this year. “Chess sharpens your mind, and there are clear similarities to football,” he said, according to Reuters. “You have to think quickly, trust your instincts, and think several moves ahead.”

His consumer-brand investments include a minority stake in Bon Dep, the Norwegian company behind the KKNEKKI hair tie, Fortune reported. Haaland sponsors the brand and wears the accessory during matches; Sports Business Journal reported that his visibility has helped sales of a Haaland-inspired collection.

Fortune also reported that Haaland holds equity in Hyperice, a recovery-technology company, and Db, a Scandinavian luggage brand. Those holdings add to a business profile that now reaches beyond sponsorship income.

Film, property and luxury goods

Haaland is also moving into film. The Hollywood Reporter reported that he will voice an animated version of himself, a Viking warrior named Haaland, in Viqueens, an adventure comedy directed by Harald Zwart.

His property holdings include homes in several European markets, according to reports cited by Fortune. Architectural Digest listed a $7 million mansion in Marbella, Spain, and a $3.5 million apartment in Oslo, while The Sun reported that Haaland bought an $8.21 million, 10-bedroom house in Cheshire, England.

Fortune reported that Haaland has drawn attention online for a collection of Hermès Birkin bags, which typically sell for tens of thousands of dollars. The outlet also reported that he owns cars from Rolls-Royce, Ferrari, Mercedes-Benz and Audi.

On-field rise continues

Haaland’s soccer résumé has grown quickly since his breakout at Red Bull Salzburg in 2019. Fortune reported that he moved to Borussia Dortmund in 2020 and then to Manchester City in 2022, where he became one of the sport’s best-known forwards.

Since joining City, Haaland has won multiple Premier League titles, helped the club win its first UEFA Champions League trophy, set the Premier League single-season scoring record and won the European Golden Shoe, according to Fortune. ESPN reported that he has scored more than 300 goals for club and country.

Norway has never reached a men’s World Cup semifinal, Fortune reported. A win over England would extend Haaland’s influence from a personal star turn into a national milestone.

This story draws on original reporting from Fortune.