Dressing Norway’s National Team for 32 Years

The Norwegian menswear chain has been a sponsor and official outfitter of the national men’s team since 1994, supporting the squad through highs, lows, and historic moments.

We were part of the World Cup in France in 1998, and now we get to experience Norway qualifying for another World Cup. That’s, of course, especially exciting,” says Geir Martin Aatangen of Giovani.

More Than a Sponsorship

For Giovani, the partnership is about far more than visibility.

– We have always been passionate about sports and support both local and national initiatives. The values found in sports align well with what we stand for, which is why this has been a natural partnership for us for many years.

Through sponsorship, Giovani also has the opportunity to invite customers to matches and national team events—experiences that create strong relationships and lasting memories.

A New Generation of National Team Players

Aatangen has observed significant changes since the early years as a sponsor.

– Today’s players are incredibly professional. Everything is carefully considered, including what they wear, and they are much more involved in team decisions than before. That means we invite some of the players to take part in putting together the outfits.

Among those involved in selecting clothing and details this time are high-profile players such as Martin Ødegaard and Sander Berge.

– It’s important that they like what they’re wearing. When they represent Norway, they should feel comfortable and proud.

At the same time, he highlights how grounded the players remain.

– They are serious and dedicated, but also very approachable and down-to-earth. That makes them great ambassadors for both Norwegian football and our country.

Ready for World Cup Fever

Norway’s World Cup qualification is also being felt among customers. To mark the occasion, Giovani has developed a piqué shirt in Norwegian colors for the style-conscious patriot, in addition to an exclusive national team suit in a limited edition, featuring Norwegian details and a World Cup 2026-themed lining.

– We wanted to create something that allows you to support the national team while still being well dressed, Aatangen says.

For Giovani, this World Cup is above all a reminder of why the partnership with the national team has endured for so long.

– We are proud to be part of the journey. When you see the professionalism, team spirit, and engagement surrounding this team, it’s easy to continue the journey together!