Norway’s supporters have taken the World Cup stadiums by storm, mimicking Viking longship rowers with rhythmic, synchronized motions that echo ancient conquerors.
Their distinctive “Viking row” chant — a coordinated back‑and‑forth movement combined with the vigorous “Ro!” call — has turned into a cultural phenomenon, coinciding with Norway’s best World Cup performance in almost 30 years.
From the stands in Boston and East Rutherford, New Jersey, to the lights of Times Square, Norwegian fans have replicated the row. At home, the tradition has spread to classrooms, nursing facilities, and even the Parliament, where the prime minister joined the rhythmic display.
“We’re a small nation, and anyone can join,” explained Trond Sveva, who rows at home in front of his television during Norway’s matches. “Whether you’re wealthy or not, sitting in the VIP area or the cheapest seats, everyone can row together.”
A kindergarten class in Drammen, roughly 30 miles from Oslo, lined up shoulder to shoulder and performed the row. The school shared the clip on Instagram, where it was reposted by Norwegian star forward Erling Haaland.
At a senior living facility outside Trondheim, about 300 miles north of Oslo, residents set their alarms for 2 a.m. on the day Norway faced Senegal. Dressed in Viking hats, they participated in the pre‑match row as the game aired.
Ninety‑year‑old Gerd Lie found the team’s progress captivating. “They’re finally making headway,” she said. “At last.”
Following the win over Senegal, the Norwegian players joined the celebration, performing the row on the pitch alongside captain Martin Ødegaard, who beat a drum. In the aftermath of a heavy loss to France, fans continued the row as a collective expression of solidarity.
The national team has embraced Viking motifs, adding runic script to their jerseys in 2023. For the World Cup, the players took the theme to the extreme, striking poses in leather and furs, wielding shields and bows in an official photo that evokes Norse warriors ready to launch into a fjord.
The spectacle isn’t universally embraced. Soccer journalist Aleksander Schau appreciated Norway’s strong World Cup performance but labeled the row “an introvert’s nightmare,” noting, “You feel pressured to participate; you can’t easily opt out.”
During the match against Senegal, a supporter who declined to join the sea of red‑shirted rowers was criticized on Norwegian social platforms. Emil Anners Lappen, interviewed by NRK, defended his stance: “Norway cannot steal from Iceland.” He was alluding to Iceland’s “Viking thunderclap,” a hand‑clap chant. While visually distinct — Iceland fans raise their hands and clap — the shared Viking branding struck many as overly similar.
The row also invokes a broader Viking legacy that resonates beyond Norway. In neighboring Sweden, a nation with its own Viking pedigree and historic rivalry with Norway, the spectacle has irritated some locals. Swedish World Cup player Gustaf Lagerbielke commented at a recent press conference, “We just sigh.” He noted, “It’s very similar to Iceland’s chant,” adding, “But to each their own.”
Commentator Anders Q. Björkman argued in a Svenska Dagbladet column that the row “leans more toward a Swedish tradition,” pointing out that Vikings from modern Sweden expanded via river systems and relied heavily on oars, whereas Norwegians navigated open seas. He admitted, “While historically debatable, I think we’re a bit jealous of the energetic chant and visual impact.”
The chant originated after Norway’s June victory over Italy, a pivotal moment that propelled the team to qualify for the World Cup for the first time since 1998 — their third appearance in nearly 90 years, per FIFA records. Jonas Thomassen, a producer and musician, captured the chant’s opening, emphasizing the “Ro!” refrain, which means “row” in Norwegian. The Viking theme was deliberately chosen.
“With the World Cup in America, we wanted a concept that evoked Vikings returning to claim a continent they reached long before Columbus,” Thomassen explained.
Thomassen, who lives next door to Ole Froystad — a member of the national team’s official fan club — collaborated with Froystad, who spearheaded the effort to popularize the rowing maneuver among supporters. Their partnership quickly went viral.
“Critics argued that our Viking theme was overdone and clichéd,” Thomassen noted. “But I believe that’s precisely what makes it resonate with audiences worldwide.”
