Erling Haaland, the renowned Norwegian soccer player, has become a vibrant figure in the public eye. His face has graced billboards, trading cards, and televised broadcasts. This attention follows his impressive performance, scoring seven goals in four World Cup matches held in July. Surprisingly, Ecuadorian police found his likeness in an unexpected location: packages containing a cocaine shipment confiscated near the Colombian border.
During an operation prompted by an anonymous tip on the Pan-American Highway, anti-narcotics agents noticed a truck acting suspiciously. The search unveiled 370 green rectangular packages, bearing Haaland’s image, stowed in a false-bottom compartment. The total haul summed up to 469 kilograms (equivalent to 1,034 pounds) of cocaine. Following this discovery, the truck driver was taken into custody. A statement from the police detailed these events, supplemented by a video capturing the seizure process, spotlighting the packages with Haaland’s stickers.
This image from a video released by Ecuador National Police shows alleged bricks of cocaine which Ecuadorian police removed from a truck in Carchi, Ecuador, Aug. 12, 2026. Ecuador National Police via AP.
In international soccer news, Haaland emerged as a top scorer and captivating personality at the World Cup shared between Mexico, the United States, and Canada. His commanding presence and humor contributed to a wave of creative viral content. However, in Ecuador, the country’s positioning paints a different picture. Known as a crucial hub for drug trafficking, Ecuador’s networks facilitate cocaine flow via Central America to the U.S., and shipments also make their way to Europe.
A woman identified as María R., a Colombian national, was also arrested during the operation near Tulcan, close to the Colombia-Ecuador border, 246 kilometers north of Quito. The value of the cocaine seized estimates at $842,000 domestically, escalating to $11 million in the U.S. market, and over $19.6 million (17 million euros) in Europe.
In this image from a video released by Ecuador National Police, Ecuadorian police remove alleged bricks of cocaine from a truck in Carchi, Ecuador, Aug. 12, 2026. Ecuador National Police via AP.
Ecuadorian gangs in collaboration with Colombian and Mexican cartels oversee drug routes. Most cocaine passing through originates from Colombia, with Peru contributing to the remainder. This year’s first half saw police seizures reach 80 tons, while in 2025 the figure stood at approximately 215 tons, predominantly cocaine. A year earlier, in 2024, close to 295 tons were seized.
Custom packaging for cocaine is not unfamiliar within trafficking circles. While no specific reason was offered for the choice of Haaland’s image, it fits within a pattern where traffickers label products using celebrity names or faces, delineating the source or intended client of the shipment. Lionel Messi, captain of Argentina’s national team, similarly found his likeness on previously seized drug packages.
Distinct and creative packaging has grown common. Recently, in Florida, a beach discovery included cocaine wrapped in ‘Yosemite Sam’ packaging worth approximately $500,000. In previous instances, beachgoers and boaters encountered packages with dune buggy images, bald eagles, and counterfeit ‘Nike SB’ logos. These distinctive markings signal methods traffickers use to navigate distribution networks discreetly.