Haaland mania sweeps the World Cup as Norway rows behind its Viking hero

MIAMI, July 9 : Erling Haaland has grown accustomed to life in the spotlight, but the mania surrounding the striker has reached fever pitch as Norway prepare for the biggest match in the nation's history - a World Cup quarter-final against England.

The 25-year-old is carrying the hopes of a nation but the young striker appears to be enjoying every second of it, with the scale of the obsession being difficult to miss.

"One thing to do today... search my name on Google," Haaland wrote on his social media accounts.

Search Haaland's name on Google and an Easter egg appears: the now-iconic "Viking Row", complete with the pounding drumbeat that has become the soundtrack to Norway's remarkable run at the World Cup.

After 28 years in the wilderness, Norway's World Cup qualification has transformed Haaland into the face of an underdog side that eventually conquered Brazil and captured even the hearts of fans who rarely watch football.

From AI-generated videos of Haaland leading a Viking army against England to being reimagined as a K-Pop idol, there is little doubt the towering striker has become one of the most recognisable people on the planet.

With millions of followers across social media, the viral 'Haaland' song has dominated memes, highlights and celebratory videos at the World Cup.

There is no escaping the intense media attention either at Norway's training base at Inter Miami, where the crush of cameras and reporters said as much as any statistic.

"I think it's the biggest press conference so far," midfielder Morten Thorsby remarked as he looked around at the packed media huddle.

'I DIDN'T EXPECT THIS'

Despite sitting level with Kylian Mbappe on seven goals in the Golden Boot race, one behind top scorer Lionel Messi, Haaland