Ecuadorian anti-narcotics officers seized 469 kg (about 1,034 lb) of cocaine hidden in a truck near the Colombian border and found many bricks stamped with stickers of striker Erling Haaland. A woman identified as María R. was detained near Tulcán. Authorities say traffickers often mark shipments with celebrity images to identify batches and buyers; the shipment's estimated street value ranges from nearly $842,000 in Ecuador to over $11 million in the U.S. and about $19.6 million in Europe.
Erling Haaland's Image Found On 469 kg Of Cocaine Seized In Ecuador Truck Bust
A drug bust in Ecuador recently included packages labeled with stickers featuring Erling Haaland's likeness -Credit:Masashi Hara, Getty Images
Ecuadorian anti-narcotics agents intercepted a truck near the Colombian border this week and uncovered 469 kilograms (about 1,034 pounds) of cocaine hidden in a false bottom — several bricks stamped with stickers bearing the image of Norwegian striker Erling Haaland.
Police said the operation began early Tuesday on the Pan-American Highway after an anonymous tip led officers to a suspicious vehicle. A search revealed 370 green-wrapped packages inside a concealed compartment. Video released by Ecuador's National Police shows officers removing multiple bricks marked with the Manchester City forward's likeness from the hidden space.
Authorities detained a woman identified only as María R., who was carrying Colombian identity documents. Her arrest took place in the Guagua Negro area near the border city of Tulcán, roughly 153 miles north of the capital, Quito.
Officials estimated the shipment's street value at nearly $842,000 on Ecuador's domestic market. The value would exceed $11 million if distributed in the United States and could top $19.6 million on European markets.
Why Celebrity Images Appear On Drug Shipments
Police offered no explanation for the use of Haaland's image. The Associated Press and other outlets note that traffickers commonly stamp drugs with images, logos or popular characters to identify which criminal network produced a batch and to indicate the intended buyer or destination.
-Credit:Image Photo Agency, Getty Images
High-profile athletes' likenesses have appeared on other seizures before: reports say Argentina captain Lionel Messi's image was previously found on an intercepted cocaine shipment.
Context: Ecuador's Role In Cocaine Trafficking
In recent years Ecuador has become an important logistical hub for cocaine trafficking, serving as storage and a distribution point for narcotics moving through Central American routes toward the United States and onward to Europe. Domestic criminal groups frequently cooperate with Colombian and Mexican cartels; authorities say roughly 80% of the cocaine transiting through Ecuador originates in Colombia, with the rest coming from Peru.
Ecuadorian officials reported seizing 80 tons of drugs in the first half of this year, following nearly 215 tons seized in 2025 and almost 295 tons in 2024.
Notable Packaging Trends
Recognizable or themed packaging has shown up in other notable cases: examples include cocaine wrapped in "Yosemite Sam" packaging that washed ashore in Florida, bricks marked with bald eagle designs found off the Florida Keys, and bundles bearing counterfeit Nike "SB" branding recovered by divers near Key West.
The discovery comes weeks after Haaland was among the most talked-about players at this summer's FIFA World Cup in Mexico, the United States and Canada, where he scored multiple goals and drew attention for both his on-field performance and his personality.
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