Ecuadorian police recently found an unexpected connection to soccer star Erling Haaland. Billboards, trading cards, and videos often feature his face due to his sports achievements, but this time, it appeared on cocaine packages. Authorities seized these in a truck close to the Colombian border.

On Wednesday, authorities arrested the truck driver after discovering 469 kilograms (1,034 pounds) of cocaine hidden within the vehicle. Police received an anonymous tip on Tuesday morning, leading to the operation on the Pan-American Highway. Near the Colombia-Ecuador border, agents uncovered 370 packages stored in a false bottom of the truck.

This find highlights Haaland’s wide recognition, though in an unusual context. Police video footage showed the packages falling out, adorned with his image. Known for his popularity and humor during the World Cup, Haaland’s personality translates even into viral content.

Ecuador serves as a pivotal point for narcotics trafficking. Drugs are gathered and distributed to routes leading mainly to the United States and Europe. Law enforcement identified a woman, María R., reportedly with Colombian documents, arrested in conjunction with the operation near Tulcan, close to the capital Quito.

The shipment’s estimated worth is $842,000 domestically, while in the U.S. it could reach over $11 million, and in Europe, around $19.6 million (17 million euros).

Within Ecuador, local groups work alongside Colombian and Mexican cartels to transport drugs, with most originating in Colombia and some in Peru. Drug seizures in Ecuador are significant; police confiscated 80 tons during the first six months of this year and around 215 tons in 2025. The figure reached approximately 295 tons in 2024.

Drug traffickers frequently use recognizable images on drug packaging to designate network ownership or client association. Haaland’s image, though unique, follows a trend. Another instance involved Argentine captain Lionel Messi’s image on illicit packages. Creative packaging isn’t rare, as evidenced by distinct designs like ‘Yosemite Sam’ found in Florida.

Florida has seen its share of cleverly packaged narcotics. In 2024, beachgoers and boaters encountered cocaine wrapped in themes like dune buggies and bald eagles. Divers also unearthed cocaine sealed in packaging mimicking Nike’s swoosh logo.