Norwegian Air Shuttle temporarily replaced its Instagram profile picture with British Airways’ Speedbird logo on 12 July 2026, fulfilling a 24-hour wager after England defeated Norway 2–1 in extra time during the FIFA World Cup quarter-final in Miami. The bet, initiated on Instagram days before the match, stipulated the losing airline adopt the winner’s logo for one day, a condition Norwegian honored without official press release. Both operators, non-FIFA sponsors, generated viral engagement through witty social media banter, drawing tens of thousands of likes and cross-platform shares across Reddit, TikTok, and Facebook. The stunt underscores how operators leverage major sporting events for low-cost, high-impact brand engagement, proving personality and timing can outperform paid advertising budgets in the sector.