On Monday, Norway Cup participated in the launch of the national awareness campaign "Norway against racism" at Vika Kino in Oslo. The campaign is an initiative from the Anti-Racist Center, and brings together actors from sports, culture, politics and society in the fight against racism.

Through the language, power and community of football, the campaign aims to unite people around a common message: The fight against racism cannot be won by one organization alone, it must be won by an entire team. As one of the campaign's partners, Norway Cup is proud to contribute to promoting values ​​such as respect, inclusion and community.

– We have zero tolerance for racism on the pitch. Football should be an arena where everyone feels welcome and included, regardless of background, said the chairman of Bækkelaget Sportsklub, Øystein Rikheim Sundelin, during the press launch.

He also spoke about the significance of the collaboration for the Norway Cup and emphasized that the Anti-Racist Center will be present during this year's Norway Cup through the Global Goals Arena, where important themes such as inclusion, sustainability and social responsibility are highlighted.

Campaign suit with an important message

In connection with the launch, the campaign kit "Norway against racism" was presented. The kit bears the number 83, a number that is not coincidental. It marks the year in which the organized anti-racist movement in Norway was established.

All profits from the sale go to the Anti-Racist Center's work against racism and discrimination.

Powerful stories on screen

During the event, the trailer for the film about the murder of Benjamin Hermansen was also shown, which will premiere on October 2, 2026. The film tells the story of the racially motivated murder that shook Norway, and is an important reminder of why the fight against racism is still necessary.

A larger and inclusive "we"

The campaign is led by the Anti-Racist Center in collaboration with Norway Cup, Nordisk Film Kino, Bauer Media Outdoor Norway and a number of profiles from culture, sports, politics and society. Among them is Prime Minister Jonas Gahr Støre, who is the team captain in the campaign.

– The starting eleven is ready. The match is underway. Will you join the team?

For the Norway Cup, the answer is clear. There is no place for racism on the field.