Erling Haaland Takes Checkmate: Football Star Invests in Chess
Manchester City's Erling Haaland invests in Norway Chess, shaking up the chess world. Erling Haaland partners with Norway Chess to launch a global tournament. Learn more about the Total Chess World Championship Tour. Can chess become the next big thing?
Haaland's Chess Mates company to own Norway Chess and launch new tournament series...
Manchester City's Erling Haaland is diversifying his portfolio, folks. The Norwegian superstar has invested in Norway Chess, a move that's set to shake up the world of chess. Haaland's company, Chess Mates, co-owned with businessman Morten Borge, will become a significant owner of Norway Chess and its new Total Chess World Championship Tour.
The Total Chess World Championship Tour aims to make chess a bigger spectacle, with four tournaments annually, featuring the world's best players competing in Fast Classic, Rapid, and Blitz formats. The tournament has been approved by the International Chess Federation (FIDE) for a minimum of 16 years, with a pilot event planned for autumn 2026 and the full championship season kicking off in 2027.
Haaland's investment is expected to bring fresh energy to the game, leveraging his massive global following to attract new audiences. “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 said.
”Chess is an incredible game. It sharpens your mind, and there are clear similarities to football,” Haaland said in a statement.
”You have to think quickly, trust your instincts, and think several moves ahead. Strategy and planning are everything.
”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.”
The Total Chess World Championship Tour is set to kick off, featuring four annual events globally, where the best chess players will compete in Fast Classic, Rapid, and Blitz formats to crown a “World Combined Champion.” Approved by FIDE, the pilot event is scheduled for late 2026, with the full championship season launching in 2027
“Erling has an enormous global following and is truly world-class when it comes to creating magical sporting moments,” Norway Chess CEO Kjell Madland said.
Erling Haaland knows ball. 🇳🇴 pic.twitter.com/e5stqE2x1v
— Chess.com (@chesscom) March 19, 2026
“I am absolutely certain he will bring tremendous value to Total Chess, help generate increased interest in the fascinating world of chess, and attract new audiences.”
Chess is getting mad popular in Norway, big time. And you know who's behind it? Magnus Carlsen, the five-time World Chess Champion. His crazy success has inspired a whole new generation of chess enthusiasts in Norway and beyond. He's like a rockstar, making chess cool again, especially among young Norwegians.
Carlsen's achievements have brought sponsors, TV deals, and national pride to Norway. He's even got a nickname - the “chess rock star!” When he won the World Championship, chess sets were flying off the shelves in Norway. Talk about making an impact.
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