Manchester City striker Erling Haaland has taken a significant step into the business side of sport by investing in Norway Chess, supporting plans to launch a new global tournament designed to elevate chess as a spectator sport. The investment is being made through Chess Mates, a company co owned by Haaland and Norwegian businessman Morten Borge, which will become a major stakeholder in both Norway Chess and the upcoming Total Chess World Championship Tour. The move reflects a growing trend of elite athletes diversifying into strategic sports ventures beyond football, particularly those with global commercial potential.
The new championship tour aims to reshape how chess is presented to audiences worldwide by introducing a more dynamic competition structure across multiple formats including classical, rapid and blitz. Organisers plan to host four events annually in major international cities, building a year round calendar that culminates in the crowning of a combined world champion. The initiative has already received approval from the International Chess Federation, with a pilot event scheduled for late 2026 before the full series launches in 2027. This approach is intended to modernise the sport and attract a broader global audience.
Haaland has highlighted the similarities between football and chess as a key motivation behind his investment, pointing to the importance of strategy, quick decision making and long term planning in both disciplines. His involvement is expected to bring additional visibility to the project, leveraging his global profile to connect new audiences with the game. Footballers increasingly play a role in shaping sports business ventures, and Haaland’s entry into chess reflects a wider shift where athletes use their influence to support innovation in other competitive arenas.
Norway Chess organisers believe the partnership will significantly boost the profile of the new tour, particularly given Haaland’s international appeal and strong connection to Norwegian sport. Chess has already experienced a surge in popularity in Norway over the past decade, largely driven by the dominance of world champion Magnus Carlsen. The new initiative aims to build on that momentum by transforming chess into a more accessible and commercially viable global product, combining traditional formats with modern presentation and event staging.
The investment also reflects broader changes in how niche sports are being repositioned for global audiences. With increased digital engagement and streaming platforms, organisers are exploring new formats that can deliver faster paced and more engaging content. The Total Chess World Championship Tour is designed to fit into this evolving landscape, offering a structure that aligns with modern viewing habits while maintaining the depth and complexity that defines the sport.
As preparations move forward, attention will focus on how successfully the new tour can attract top players and secure global partnerships ahead of its official launch. The pilot event later this year will serve as an important test of the concept, providing early insights into audience response and commercial viability. Haaland’s involvement is expected to play a key role in shaping both the visibility and credibility of the project as chess continues its push toward becoming a mainstream global spectator sport.
