Erling Haaland’s collaboration with a leading American beer brand has caused a backlash in his native Norway, where alcohol advertising is banned.

World Cup sponsors Budweiser’s hiring of the Manchester City and Norway striker to help launch its “Let It Pour” promotional video together with the former Liverpool manager Jürgen Klopp has led to criticism from campaigning groups, who described Haaland’s commercial deal in the build up to this summer’s tournament as “tragic”.

Haaland said in a press release: “In my first World Cup, I’m going to give it my all on the pitch, so Budweiser’s Let It Pour campaign really resonates with me because it reflects exactly how I feel about the tournament.”

The campaign is being launched in 40 countries, but not in Norway.

Inger Lise Hansen of Actis, an umbrella organisation that works on drug policy and prevention, told Dagbladet: “I think this is very special. That someone who is concerned about health – which I feel Haaland is – chooses to be a marketing object for an alcohol brand. It is special that it happens during a period when he represents Norway, where alcohol advertising is illegal.

“This is not about people not being allowed to drink beer when they watch a football match, but that it is our sports hero who is helping to advertise a product that leads to injuries and risks.”

Hanne Cecilie Widnes of IOGT, a voluntary drug prevention organisation, was similarly angered that a footballer idolised by the nation’s youth should promote alcohol through a beer commercial.

“I wish the Norwegian FA could put a stop to it. It is tragic that Haaland does not see how negative it is for children and young people. He is a great hero for many young people in many countries. It is challenging and very sad.” Widnes called for the Norwegian football federation to “put its foot down. This is very problematic.”

The Norwegian FA’s Runar Pahr Andresen defended Haaland’s right to partner with Budweiser so long as the campaign does not include the Nordic nation. “Haaland has entered into a personal agreement with one of Fifa’s largest World Cup sponsors, which he naturally has the opportunity to do. We can confirm that we are informed about the collaboration. The NFF has guidelines for players during the period they are on assignment for the national team, but a player can participate in a global marketing campaign for a World Cup sponsor.”

Andresen added: “Since alcohol advertising is illegal in Norway, we as a federation cannot of course enter into agreements with beer producers in the Norwegian market. Budweiser is a global and longstanding sponsor of Fifa, and is fully entitled to market its products in countries where such marketing is legal.”

Haaland did not respond to Dagbladet’s request for a comment.