He’s football’s new golden boy with a distinctive dress sense and almost 30 million Instagram followers – so it was surely only a matter of time before Manchester City star Erling Haaland was snapped up by a fashion label.

Now Italian brand Dolce & Gabbana has become the first to sign up the Norwegian striker, in an endorsement deal thought to be worth up to £2 million, The Mail on Sunday can reveal.

Haaland, 22, has been sporting the label’s clothes on social media, including the garish, expensive pyjamas he’s become known for, as well as bright yellow swimming trunks, tracksuits and a gold chain with the letters D and G attached.

He has also been seen in outfits from a range the label has with American rapper DJ Khaled, including a pink flamingo top and shorts, and a shirt decorated with a large lion face.

A source close to the Viking striker said: ‘He’s the man of the moment. He’s massive and Dolce & Gabbana has got hold of him first.

Haaland has been seen in outfits from a range the label has with American rapper DJ Khaled, including a pink flamingo top and shorts, and a shirt decorated with a large lion face

He has become known for bright yellow swimming trunks, tracksuits and a gold chain with the letters D and G attached

He scored his 35th goal of the season setting a new Premier League record

The Premier League ace appears to have a taste for expensive pyjamas

This matching silk Burberry set costs £890 for the top and £790 for the shorts

Haaland pictured on a private jet to the Monaco Grand Prix wearing a £1,000 two-piece red, white and black striped outfit by Dolce & Gabbana

This is huge for them. He has brought their clothes to the forefront of his fans’ minds, making them cool for young people.’

Haaland – who this month scored his 35th goal of the season, setting a new Premier League record – also has a sportswear deal with Nike which is said to be one of the biggest in history.

Earlier this year, he appeared at Nike’s flagship store on London’s Oxford Street to unveil the extension of his contract.

Manchester-based fast fashion brand Pretty Little Thing is also understood to be wooing Haaland. So far, the striker has resisted signing, despite visiting the company’s founder, Umar Kamani, at his mansion in Dubai in December.

The star doesn’t confine his pyjamas to bed… he’s been seen in them at the beach and even at a high-end Manchester restaurant.