Following Norway's victory over Austria in the World Cup qualifiers, national team members voiced their frustrations regarding media coverage, particularly over a critical article in VG about team manager Gemma Grainger's leadership style. Team captain Ada Hegerberg termed the negative attention as undeserved, reflecting a sentiment among players that the media should focus more on supporting them and their achievements. The football federation's president, Lise Klaveness, also acknowledged the article's timing and content as perplexing, suggesting it detracted from the team's accomplishments.

Grainger herself expressed disappointment with the timing of the VG article, which she believes overshadowed the positive aspects of the match and the team's preparations for the upcoming championship in Brazil in 2027. Players, including star Caroline Graham Hansen, articulated a more profound sentiment suggesting that if the media continues to emphasize negativity rather than support, it diminishes the value of coverage altogether. Their call for a more supportive media narrative indicates a growing tension between athlete expectations and journalistic responsibilities.

This incident exemplifies the delicate relationship between sports media and the players they cover, where the athletes are calling for more understanding and support from journalists. As the Norwegian team seeks to foster a positive image and prepare for future competitions, the demand for constructive media engagement reinforces the idea that athletes wish to be champions both on and off the field, needing a media narrative that uplifts rather than undermines their efforts.