Erling Haaland has become a significant investor in a new world chess championship tour that is expected to star his fellow Norwegian Magnus Carlsen, the Guardian can reveal.
The deal was agreed shortly before Manchester City played at West Ham last Saturday, with Haaland shown on Sky Sports wearing a Norway Chess cap as he entered the London Stadium – without anyone noticing.
Haaland said that his investment in the Total Chess World Championship Tour, which will have an annual prize pool of $2.7m (£2m), was part of his ambition to help chess become a bigger and 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.”
Chess has become a surprise hit among many of the Premier League’s elite, with Liverpool’s Mohamed Salah saying in 2023 that he was “addicted” to the game, while last year Arsenal’s Eberechi Eze won $20,000 in an online celebrity tournament. Haaland’s manager, Pep Guardiola, and the former Chelsea manager Enzo Maresca also play.
However, Haaland is the first top player to invest in the sport, joining forces with the Norwegian businessman Morten Borge to form Chess Mates, which will be a significant owner of Norway Chess, the company behind the new event.
“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. “The team behind Norway Chess has already done an impressive job growing the event.”
The format, which has the backing of Fide, chess’s governing body, consists of four tournaments each year, hosted by four cities, and will crown a combined world champion across three disciplines – fast classic, rapid, and blitz chess.
A pilot tournament is planned for autumn 2026, followed by a full championship season in 2027. Haaland’s investment has not been disclosed but is understood to be substantial.
Kjell Madland, the chief executive of Norway Chess and Total Chess, said he welcomed the involvement of 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,” he said. “Erling has an enormous global following and is truly world-class when it comes to creating magical sporting moments.”
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