YUYU supplied Norway directly during the 2026 World Cup, with the reusable water based cooling bottles now highly visible across the team’s tournament run.
London, [date] — Norway do not need much explaining when it comes to ice.
But during this World Cup, the country’s use of ice has become visible in a very different setting: around the necks and shoulders of its footballers during some of the biggest matches in the world.
British temperature regulation brand YUYU Designs Ltd supplied YUYU ICE Recovery products directly to Norway’s team setup during the 2026 World Cup. The long, flexible cooling bottles have since been seen with Norway players during cooling and recovery breaks, including high-profile images and footage featuring Erling Haaland.
Norway have become one of the standout stories of the tournament, reaching the quarter-finals after a dramatic 2-1 win over Brazil in New Jersey.
For viewers, the question has been simple: what is the ice pack around Erling Haaland’s shoulders?
It is YUYU ICE Recovery, a reusable, water based cooling system designed for short recovery windows in sport, travel and hot weather use. It can be filled with water, chilled or frozen, and placed around the neck, shoulders, wrists, palms, face or legs.
A source close to Norway’s team setup told YUYU that the players have been asking for the bottles and that they have continued to use them regularly, even when conditions have not been extreme.
“The players were very happy with them,” the source said.
That matters because cooling at this level is not only about heat. It is also about routine, reset and recovery in high-pressure moments.
Ice is simple, but powerful. When frozen water melts, it absorbs heat. YUYU turns that thermodynamic principle into a long, chambered cooling surface that can sit across several key contact areas at once.
Cold contact around areas such as the neck, face, wrists and palms can help players feel cooler and more settled during short breaks, especially in stressful match situations where there is very little time to recover.
“Norway have been brilliant to watch, and seeing YUYU become part of their World Cup story has been very special,” said Richard Yu, founder and CEO of YUYU Designs Ltd.
“Cooling breaks are short. Staff need something fast, practical and easy to manage, and players need something that works in real match conditions. That is exactly why YUYU ICE Recovery was created.”
Following Norway’s visibility at the tournament, YUYU has also received direct interest from Norwegian viewers who spotted the product during match coverage and searched for it afterwards.
YUYU ICE Recovery is refillable, reusable and wipe clean. It requires no batteries, plugs or gels, and is designed for repeated use across training, matchdays, travel and recovery.
Norway now move on to a quarter-final against England in Miami, where heat, humidity and short recovery windows are likely to remain part of the tournament conversation.
ENDS
About YUYU
YUYU is a British wellbeing and temperature regulation brand founded by Richard Yu. Originally known for its long hot water bottle design, YUYU has expanded into wearable cooling products for sport, recovery, travel and hot weather use.
YUYU ICE Recovery products are water based and designed for controlled contact cooling across key body areas.
Website: www.yuyubottle.com
Instagram: @yuyubottle / @yuyu_sports
