Erling Haaland bets big on chess with Norway Chess investment
Football star Erling Haaland has invested in Norway Chess through a newly formed company. The partnership marks his entry into the world of competitive chess as a long-term strategic backer. His involvement comes as plans for a major new tournament series take shape. Haaland's investment is made through Chess Mates, a company he co-founded with Norwegian business leader Morten Borge. Borge highlighted chess as a game that rewards disciplined planning and long-term thinking. Kjell Madland, representing Norway Chess, welcomed Haaland's role, calling him a valuable partner for the organisation's future.
A new FIDE-approved tour, the Total Chess World Championship Tour, is set to launch with a pilot event in autumn 2026. The first full season will begin in 2027, featuring four annual tournaments in New York, London, Singapore, and Dubai. Each season will offer a minimum prize pool of $2.7 million. The tour will determine an overall world champion across three formats: Fast Classic, Rapid, and Blitz. Haaland has spoken of his admiration for chess, drawing parallels between its intellectual challenges and the demands of elite sport.
Chess Mates will hold a significant ownership stake in Norway Chess. The investment strengthens the organisation's financial footing ahead of the new tour. With Haaland's backing, the series aims to expand chess's global appeal and competitive standards.
