Erling Haaland bets big on chess with Norway Chess investment

Football star Erling Haaland has entered the world of chess with a major investment in Norway Chess. Through his newly formed company, Chess Mates, he will take a significant ownership stake in the organisation. The move comes as part of a long-term partnership aimed at growing the sport's global profile.

Haaland's investment is backed by Norwegian business leader Morten Borge, who sees chess as a discipline built on strategic thinking and patience. Together, they plan to expand the game's reach and establish it as a leading competitive spectacle. The partnership will support the launch of the Total Chess World Championship Tour, a new annual series approved by FIDE. Starting in 2027, the tour will feature four elite tournaments each year, with a guaranteed prize pool of at least $2.7 million. The first event is scheduled for autumn 2026, though the host city has yet to be announced.

The tour will introduce a unique format, crowning an overall world champion across three disciplines: Fast Classic, Rapid, and Blitz. Kjell Madland, a key figure in Norway Chess, welcomed Haaland's involvement as a strategic boost for the organisation. Haaland himself has spoken of his admiration for chess, drawing parallels between its mental demands and the challenges of elite football.

Morten Borge echoed this sentiment, describing chess as a sport that rewards long-term planning and disciplined execution. The partnership aims to elevate the game's status, attracting new audiences and securing its place among major global competitions. Haaland's investment marks a significant step for Norway Chess and the broader chess community. The new tour will offer players and fans a fresh competitive structure, with substantial prize money and a multi-format championship. Organisers believe the collaboration will help chess reach unprecedented levels of popularity and prestige.