In the small Norwegian town of Bryne, surrounded by red hats, No. 9 shirts, and Erling Haaland action toys, fabric shop owner Olinda Haaland (no relation, but happy to share the name) says everyone is now a football fan. "It's been pure joy," she said of her namesake's rise. "We all love him so much and he's doing so much for Bryne."

Haaland's shop overlooks the central square, where hundreds will gather Saturday to watch an outdoor broadcast of Norway's World Cup quarter-final against England. Retro 1998 World Cup shirts sold out in two days; now anything red will do.

Although born in Leeds, where his father Alf-Inge played, Haaland grew up and trained in Bryne. The 6ft 4in Manchester City striker, with 62 goals in 54 senior internationals, still pops up at old haunts, donates football equipment, and organizes reading competitions. A rare 16th-century Viking saga book he bought will soon arrive at the local library.

Mayor Andreas Vollusund, Haaland's former schoolteacher, said the 25-year-old has had a huge impact. "We are proud of the little boy who has grown into a huge Viking," said Vollusund, wearing a Haaland shirt. "Now Bryne is the capital of Norway, not Oslo."

Vollusund recalled Haaland at age 10 as "funny, lots of energy, loved sports" and already saying he'd be a footballer. He credits Bryne's hard-working farming culture and Haaland's parents (his mother was a national heptathlon champion) for his success.

One of Haaland's few weaknesses: chess, according to Kjell Madland of Norway Chess, which Haaland has invested in. "I don't think he's very good but he likes to play."

On Saturday, the mayor will serve hotdogs to 3,000 children at an alcohol-free screening at Bryne's stadium. "We're doing what we can to make this a big, big event."

Gabriel Høyland, Haaland's great uncle, called the game "wide open" and said the World Cup journey is "quite remarkable." At a Haaland mural, visiting family from Oslo noted the impact: "It's bigger than football. The whole country is coming together."

Alf Ingve Berntsen, who coached Haaland from age eight, said his passion was clear early on. "He was similar to how he is now - smiling, scoring lots of goals. It's a fire, it's passion." And while social media has divided Norwegians, Berntsen says the World Cup has brought togetherness - not just in Bryne, but all over Norway.