Ecuadorian police recently discovered a peculiar use of Norwegian soccer player Erling Haaland’s image. His face was found on green rectangular packages in a major cocaine seizure near the Colombian border. This unexpected find occurred when a suspicious truck was stopped on the Pan-American Highway.
The operation, sparked by an anonymous tip, resulted in the confiscation of 469 kilograms (1,034 pounds) of cocaine. Police found 370 packages concealed within a false bottom of the vehicle. The image of Haaland adorned each package, a tactic often used by drug traffickers to identify shipments.
A video released by the Ecuador National Police highlighted this peculiar branding. It aligns with the common practice of using celebrities’ images to mark drug consignments.
This image from a video released by Ecuador National Police shows alleged bricks of cocaine removed from a truck in Carchi, Ecuador, Aug. 12, 2026.
Ecuador serves as a vital distribution hub for drug trafficking. Narcotics stockpiled here mainly head to the United States via Central America. Some also find their way to Europe. The domestic market values the confiscated cocaine at approximately $842,000. The U.S. and European values are significantly higher, totaling over $30 million.
Authorities arrested a Colombian woman named María R. during the operation. She was found with relevant documents near Guagua Negro, close to the border town of Tulcan.
This image from a video released by Ecuador National Police shows Ecuadorian police removing alleged bricks of cocaine from a truck in Carchi, Ecuador, Aug. 12, 2026.
Drugs managed by local gangs often originate from Colombia, with some from Peru. In recent months, police operations have led to substantial drug seizures, totaling 80 tons in the first half of this year alone. Previous years also saw large quantities confiscated.
Using celebrity imagery on narcotics is not a novel tactic. Stars like Argentine soccer captain Lionel Messi also appear on seized drug shipments. Various themed packaging has been part of the strategy, such as boxes wrapped with ‘Yosemite Sam’ images found on Florida beaches, and packages emblazoned with bald eagles and Nike logos rescued from the ocean.