Overview
- Norwegian Air publicly challenged British Airways to a social-media wager in the run-up to the England–Norway quarter‑final and British Airways accepted, with both airlines posting a filmed handshake and a symbolic exchange to make the bet official.
- Following England’s 2-1 win on Saturday, Norwegian changed its Instagram profile picture to the British Airways logo for the agreed 24‑hour period and posted a sportsmanlike message acknowledging the result.
- Norwegian turned the moment into a short-term commercial push by announcing a flash-sale and a promo code on its social channels after making good on the bet.
- The exchange reached tens of millions of users and drew playful responses from other carriers, underscoring the wide online engagement the stunt generated.
- Brands used the episode to show low‑risk, high‑reach marketing around live sport, with British Airways offering goodwill gestures such as inviting Norwegian’s social team to London and both carriers cementing positive publicity from the stunt.