Norway supporters bring their “Viking row” to New York’s Times Square on Sunday as the national team prepares to face Senegal in a World Cup match. Multiple outlets report that fans perform the signature rowing-style chant and gesture in a public takeover ahead of the game, continuing a trend that has spread beyond stadiums since it appeared earlier in the tournament.

France 24 says the “Viking row” was performed in Boston before Norway’s World Cup opener and has since gone viral. The coverage notes it has been seen in other public spaces as well, including on escalators, on boats, and even inside the Norwegian parliament. The other Australian outlets focus on the Times Square demonstration by Norway fans as the latest high-profile appearance of the phenomenon.

Across the reports, the “Viking row” is presented as a fan-led tradition that grows through visibility and social media, with its New York stop occurring on the eve of Norway’s match against Senegal.