Erling Haaland, the Manchester City striker, has made a significant investment in a new world chess championship tour, as revealed by the Guardian. The deal was finalised just before City's match at West Ham last Saturday, with Haaland seen wearing a Norway Chess cap at the London Stadium, though it went largely unnoticed.
Haaland's Vision for Chess
Haaland stated that his involvement in the Total Chess World Championship Tour, which features an annual prize pool of $2.7 million (£2m), is driven by his ambition to elevate chess into a more spectator-friendly sport. "Chess is an incredible game," Haaland said. "It sharpens your mind, and there are clear similarities to football. You have to think quickly, trust your instincts, and think several moves ahead."
Growing Popularity Among Football Elite
Chess has unexpectedly gained traction among Premier League stars. Liverpool's Mohammad Salah admitted in 2023 that he was "addicted" to the game, while Arsenal's Eberechi Eze won $20,000 in an online celebrity tournament last year. Other notable players include Haaland's manager, Pep Guardiola, and former Chelsea manager Enzo Maresca.
However, Haaland is the first top-tier footballer to invest directly in the sport. He has partnered with Norwegian businessman Morten Borge to form Chess Mates, which will hold a significant ownership stake in Norway Chess, the company organising the new championship tour.
Strategic Investment and Format Details
"I'm investing in Norway Chess because I believe the new Total Chess World Championship Tour can turn chess into an even bigger sport for spectators around the world," Haaland explained. "The team behind Norway Chess has already done an impressive job growing the event."
The tour, backed by Fide, chess's governing body, will consist of four annual tournaments hosted in different cities. It will crown a combined world champion across three disciplines: fast classic, rapid, and blitz chess. A pilot tournament is scheduled for autumn 2026, with a full championship season to follow in 2027. While the exact amount of Haaland's investment remains undisclosed, it is understood to be substantial.
Commercial Potential and Global Impact
Kjell Madland, CEO of Norway Chess and Total Chess, welcomed Haaland as a long-term strategic partner. "The fact that Erling is joining us as an investor says a great deal about the commercial potential of this tour," Madland said. "Erling has an enormous global following and is truly world-class when it comes to creating magical sporting moments."
This move highlights the increasing crossover between football and chess, with Haaland leveraging his fame to promote mental agility and strategic thinking in sports. The involvement of world No. 1 Magnus Carlsen, another Norwegian, is likely, adding further prestige to the championship tour.
