Norsk Tipping is the state-funded lottery and betting company in Norway. It has played an integral role in funding sports at all levels, all over Norway, as the company's profit is used to fund clubs all the way down to children and youth level.

More and more foreign betting companies have entered the Norwegian market, portraying themselves as local. The image of Norsk Tipping as the only Norwegian betting company is weakened.

Norsk Tipping is one of the main sponsor of Norway’s football team. Erling Haaland is by far det best player on that team, he’s even widely considered one of the best in the world. He is known not only for his goal scoring, but his distinct way of running, intense way of being, and his clinical and often powerful finishing. He’s an immense source of pride for Norwegians.

The film follows a group of four people at a British pub, watching television as Norwegian footballer Erling Haaland scores a goal. The strikers atmospheric rise to the top of European football hasn't gone unnoticed, and a seemingly rhetorical question about where he comes from kickstarts a conversation about where he is from, literally.

From there, we’re taken on a journey into “Haaland”, a place that mixes fantastical elements with stereotypes of Norway. It culminates in utter confusion as Martin Ødegaard and Joshua King (other Norwegian internationals) are brought into the conversation.