EAST RUTHERFORD (New Jersey), June 23 — Every World Cup leaves behind a defining fan ritual.

In Germany, it was the Mexican wave. At Euro 2016, Iceland’s thunderous Viking Clap became football’s soundtrack.

Now, the 2026 tournament may have found its latest viral sensation — not in the stands alone, but on the streets of New York.

Hours before Norway’s meeting with Senegal, hundreds of supporters transformed Times Square into an imaginary Viking longship, sitting shoulder-to-shoulder beneath the district’s towering billboards as a lone drummer kept the rhythm. 

With every beat, the group leaned forward in perfect sync, mimicking rowers powering a Viking ship while bellowing a booming “Ro!” that soon spread across social media.

By the time Norway secured a 3-2 win over Senegal today to book their place in the World Cup knockout stages, the celebration had become one of the tournament’s most talked-about fan moments.

Even Erling Haaland wanted in.

The Manchester City striker, captain Martin Ødegaard, their teammates and manager Ståle Solbakken headed straight for the Norway supporters after the final whistle at New York/New Jersey Stadium, sitting alongside them to perform what fans have christened the “Viking Row.”

“I saw it online; it’s gone completely viral,” Haaland told Fox Sports.

“Martin asked me before the game: ‘Do you think we should join in?’ I said, ‘If we win, let’s do it, why not?’”

The celebration is a playful tribute to Norway’s Viking heritage, borrowing the communal spirit that made Iceland’s Viking Clap one of football’s most iconic supporter traditions while giving it a distinctly Norwegian twist.

The rowing chant has followed Norway’s fans wherever they’ve travelled during the tournament, from the streets of Boston to Manhattan and now into the stands of one of the World Cup’s biggest venues.

Norway have embraced the theme from the outset. Ahead of their first World Cup appearance in 28 years, Haaland and his teammates even posed for the tournament in full Viking attire during an official photoshoot.

It helps that there has been plenty to celebrate.

Haaland scored twice against Senegal, taking his tournament tally to four goals and moving into contention for the Golden Boot alongside Lionel Messi, Kylian Mbappé and Harry Kane.

The victory also guaranteed Norway a place in the Round of 32 with a game to spare, setting up a meeting with France to determine who tops Group I.

Yet Haaland was in little mood to think about the next challenge.

“I couldn’t care too much about that game now,” he said.

“We’re through. We’re through.”

While the players happily joined the festivities, Solbakken suggested the Viking Row should probably remain a World Cup exclusive.

“It’s fun for the fans,” the Norway coach said.

“We will not be rowing after the World Cup, but this can be a gimmick during the tournament.”

Whether it lasts beyond this summer remains to be seen.

But every World Cup produces a moment that captures the imagination beyond the football itself.

In 2026, Norway’s supporters may already have claimed that honour — one synchronised stroke at a time.