On 24 July 2026, during the wedding reception of Manchester City goalkeeper Gianluigi Donnarumma and Alessia Elefante in Fasano, Italy, striker Erling Haaland led guests in the ‘Viking row’ – the synchronised rowing chant and motion that became a hallmark of Norway’s World Cup campaign. Video footage shows Haaland beating a drum to set the rhythm while attendees, seated in rows, performed the rowing gesture and chanted “Ro”. The scene, captured and shared widely on social media, quickly went viral.

The choreography first gained global prominence during the 2026 World Cup, where it was adopted by Norwegian supporters and players as a symbol of national identity. According to reports, the tradition began after Norway defeated Italy in a June 2025 qualifier – a result that helped secure the country’s first World Cup appearance since 1998. The team then performed the ritual after victories over Iraq, Senegal, Ivory Coast and Brazil, before their quarter-final exit against England. Haaland, who scored seven goals in the tournament, was central to popularising the celebration.

The wedding, held in the southern Italian region of Puglia, drew numerous figures from European football. Attendees included Manchester City manager Pep Guardiola, Sandro Tonali, Paolo Maldini, Nicolò Barella and former Italy coach Roberto Mancini. Haaland was accompanied by his partner, Isabel Haugseng Johansen. Italian comedians Pio e Amedeo were also among those who joined the rowing, after Haaland explained the steps.

Haaland’s social media following surged by an estimated 30 million during the World Cup, and the striker has continued to generate attention off the pitch. The Viking row’s appearance at a private ceremony underscores how the celebration has transcended sport, remaining a recognisable marker of Norwegian identity months after the tournament concluded.