Norway’s soccer star Erling Haaland has become a common sight on billboards and social media for his World Cup prowess, netting seven goals during the tournament. Recently, however, his face appeared in an unexpected setting—on packages of cocaine seized in Ecuador.
Authorities stopped a suspicious truck near the Colombian border, where they found 469 kilograms of cocaine hidden in a false bottom. The vehicle’s driver was arrested. The drug packages bore the image of Haaland, generating intrigue and attention.
This image from a video released by Ecuador National Police shows alleged bricks of cocaine which Ecuadorian police removed from a truck in Carchi, Ecuador.
Haaland, with his charisma and popularity at the World Cup in North America, became a viral sensation. In Ecuador, narcotics are stocked and distributed, primarily to the U.S. and Europe. The shipment, valued at over $842,000 domestically and more than $19.6 million in Europe, was a significant seizure for authorities.
During the operation, police arrested a woman identified only as María R. with Colombian identification. The seizure occurred near Tulcan, close to the Colombian border. Statistics show Ecuador reported 80 tons of drugs seized in the first half of the year; in 2025, nearly 215 tons were confiscated, mostly cocaine.
Cocaine with Creative Packaging
The use of Haaland’s image on the drug packages aligns with traffickers’ known tactics of using sports figures and celebrities to label shipments. These icons signify the origin or ownership of the narcotics. Notably, Argentine star Lionel Messi’s image has been similarly used.
Cocaine packages often feature other distinct designs. Examples include Yosemite Sam from a beach in Florida, a dune buggy picturing 16 bricks found by tourists, and packages with bald eagles. Another case revealed cocaine marked with Nike logos discovered in the Florida Keys.