A Swedish province has politely asked supporters to stop getting its name mixed up with Manchester City superstar Erling Haaland.
Halland has a population of more than 300,000 but is losing its online presence due to fans misspelling Haaland on social media. The hashtag #Halland is bringing up results for the Norwegian forward and not the province, which is impacting Halland's tourism profile.
It's fair to say Halland will never be as famous Haaland due to the footballer's meteoric rise. The 22-year-old is arguably the best forward in Europe after scoring a 17 goals in just 11 Premier League games since his summer move from Borussia Dortmund to City.
To try to combat the problem, Visit Halland's director Jimmy Sandberg has penned an open letter to supporters. He wrote: "We are Halland. He is Haaland. The popularity of the football phenomenon is completely suffocating our online presence.
"To our despair, we now see that all of our efforts promoting Halland are rapidly being wiped away. If nothing is done, we fear our dear region is at risk of becoming a forgotten Atlantis, a place only known in stories and ancient scriptures."
Sandberg further explained the Halland/Haaland conundrum in an interview with BBC News. He said: "When you write in Halland, looking for the beautiful region where we live in Sweden, you get Haaland all over the place.
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"Since Haaland arrived at Manchester City and scored all those goals, we have been overwhelmed by his presence in our hashtags and in search engines."
Yet Sandberg added: "We'd love him to come here. A lot of Norwegians do come here every year, so he would feel right at home. See you next summer in Halland, Haaland?"
Haaland's game has reached another level since he joined City. The forward scored 29 goals in just 27 games at Red Bull Salzburg and boasted a similar record at Dortmund - finding the net 86 times in 89 appearances. Yet his record is even stronger at the Etihad.
Haaland, who will not feature at the World Cup, has a great chance of breaking the record for the most goals in a Premier League season. That honour is shared by Andy Cole and Alan Shearer, who hit 34 goals during the 1993/94 and 1994/95 campaigns respectfully.
Yet both of those seasons lasted for 42 games, as the Premier League was a 22-team division until the 1995/96 campaign. The record for the most goals in a 38-game season belongs to Mohamed Salah, who found the net 32 times during the 2017/18 term.
A good omen for Haaland is Salah broke the record during his debut season at Liverpool. The Norwegian will be hoping to follow in his footsteps at the Etihad and get his hands on the Premier League title. City have won the competition in four of the last five seasons.
