Norway have been one of the standout storylines at the 2026 World Cup – and their Viking row celebration has been a big part of that.
The celebration, which has been performed after each of their wins in North America, has undoubtedly become the viral phenomenon of this summer’s tournament.
Typically initiated by the sounding of a traditional Norse horn, the rhythm of the rowing is determined by a drumbeat, with those involved performing an exaggerated rowing movement as if sitting in a longboat, while simultaneously shouting the Norwegian word for row – ro.
The choreographed routine has been performed far and wide, starting with thousands of Norwegian fans at games and spreading to places such as Times Square in New York.
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It has also been given an airing by MPs in the country’s parliament, while the Norwegian royal family have been filmed on camera joining in with the celebrations – on a subway carriage, no less.
The row was performed with such vigor in Oslo after Norway beat Ivory Coast in the Round of 32 that seismologists even recorded an earthquake due to the collective movement.
Unlikely beginnings
Rather incredibly, the idea behind the celebration actually came from a primary school teacher in Norway, Ole Frystad.
Frystad likened the first part of the chant for Norwegian football club Rosenborg – ‘RO-SEN-BORG’ – to the Norwegian word for ‘row’.
He then took the plan to the Norwegian supporters’ club in late 2025, with the Viking row making its debut during a match against Switzerland in March.
But it was only when it was used again in a World Cup warm-up game against Sweden in June that it really caught on, with over 38 million people viewing the video from the match on Instagram.
Controversy
Despite its seemingly innocent nature, the en masse imaginary rowing has come in for its fair share of criticism.
Principally, there are concerns over the glorification of the Viking period, given their reputation for looting, rape and murder whilst on oversees trips.
Norse imagery has also become a source of contention in Norway, given Scandinavia Norse symbolism has become synonymous with far-right and neo-Nazi groups in the country.
Sweden has also taken great delight in pointing out some of the historical inaccuracies with the Viking row.
It was Vikings from modern-day Sweden who were best known for river rowing, while Vikings from Norway were pioneers in ocean sailing.
But despite the backlash, it looks as if the Viking row is set to become a permanent addition to Norwegian football culture.
And while supporters in the UK have enjoyed watching it on TV and on social media, England fans will be hoping the celebration has a night off when the two sides meet in the quarter-final on Saturday evening.