Norway shirts sell out before England match

Norwegian national football team jerseys have sold out across Europe ahead of Saturday's World Cup quarterfinal between England and Norway, the Norwegian Football Association (NFF) has confirmed. Official retailers, including Nike, have been unable to keep the kits in stock since their launch in March, with demand driven by the team's strong performances and the popularity of star player Erling Haaland.

The NFF said it had severely underestimated demand. Commercial director Runar Pahr Andresen told the BBC that orders were at a record high this year, with around 250,000 jerseys ordered by retailers, compared with approximately 50,000 during the same period last year. “Demand is well beyond the forecasts,” Andresen said.

Fans queue overnight for limited stock

In Oslo, Torshov Sport received a new batch of Norwegian national team jerseys on Tuesday, prompting queues that stretched around several streets. Local reporters estimated the queue was around 600 metres in length. Some dedicated fans had brought chairs to wait in line for 12 hours ahead of Wednesday's trading.

Store manager Anders Lilleberg told Norwegian outlet VG: “I've been here for many years, but I've never encountered the kind of atmosphere that is there now. It's absolutely wild.” The shop is now inviting fans to register for its next kit drop but cannot guarantee all jerseys will be received in time for Saturday's match.

Supply challenges amid World Cup surge

Andresen said that while the NFF would have liked more jerseys to be available, the amount produced is planned “long in advance”. “It is challenging to scale up manufacturing significantly during an ongoing World Cup,” he added. He told Norwegian outlet TV2 that the association had “never made more money” from jersey sales than it is currently.

The official home jersey—red with the Norwegian flag's blue cross—has been sold out at Nike and other outlets for weeks. A Nike spokesperson told the BBC they “recognise the disappointment” among fans and are working to improve availability. Additional deliveries of the Norway Home Match and Stadium jerseys are expected to reach Norway in the coming days, followed by “broader availability thereafter”.

Resale prices soar

Some fans have turned to resale sites, where prices have surged. The Nike Norway 2026 Stadium Home Jersey originally retailed at £89.99 ($100) but is now selling for up to £355 ($476) on certain resale platforms. The blackout stadium away jersey, also originally £89.99 ($100), can be found for £231 ($310) before shipping and taxes.

Norway reached the quarterfinals after defeating Iraq, Senegal, Ivory Coast, and most recently Brazil. The match against England will take place on Saturday at Miami's Hard Rock Stadium at 22:00 BST (17:00 EST).