From stands to social media, Norway's 'Ro! Ro! Ro!' chant sweeps the World Cup: The story behind it

Washington, DC — The FIFA World Cup is not only football, it is a stage where identity, culture and pride travel with every team.

Fans arrive carrying songs, chants, rituals and gestures that turn stadiums into something far larger than sport, a meeting point of worlds.

This year, Norway’s return after 28 years has given that idea new force. Their supporters have swept into the tournament with a presence that has quickly become impossible to ignore.

Clad in red and waving Norwegian flags, thousands of fans have turned stadiums, subway stations and city landmarks into impromptu Viking longships, performing synchronised rowing motions while chanting “Ro” – the Norwegian word for “row” – in scenes that have spread rapidly across social media and become one of the defining images of the 2026 World Cup.

Supporters sit shoulder to shoulder, mimicking the motion of rowing a Viking longboat, before rising together in celebration, symbolising unity and a team preparing for battle.

Embrace by the players 

The ritual has taken on a life of its own during the tournament, appearing everywhere from New York’s Times Square to Boston escalators and even inside Norway’s parliament, as fans embraced a tradition that has become as recognisable as any chant heard inside the stadiums.

The players have eagerly embraced the phenomenon. After Norway secured qualification for the knockout stage with a dramatic victory over Senegal, Martin Odegaard gathered the entire squad in front of the travelling support to perform the Viking Row on the pitch, with Haaland joining the celebration following his match-winning brace. 

Coach Stale Solbakken also took part, capping emotional scenes that highlighted the bond between the team and its supporters.