Erling Haaland Invests In Norway Chess! 'There Are Clear Similarities To Football'

Last Updated:March 19, 2026, 19:46 IST

Football superstar Erling Haaland invests in Norway Chess and its new Total Chess World Championship Tour.

Football superstar Erling Haaland is investing in Norway Chess and its new tour format, the Total Chess World Championship Tour. Haaland has ambitious plans to help make chess a more widely appreciated and spectator-friendly sport.

Norway Chess has long been at the forefront of innovation in the chess world. Now, it is embarking on another major endeavour with the launch of the Total Chess World Championship Tour. This initiative has attracted a new strategic investor: global football superstar Erling Haaland. Alongside Norwegian business leader Morten Borge, Haaland has founded the company Chess Mates, which will become a significant owner of Norway Chess.

“Chess is an incredible game. It sharpens your mind, and there are clear similarities to football. You have to think quickly, trust your instincts, and think several moves ahead. Strategy and planning are everything," said Erling Haaland.

Why Chess?

“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 team behind Norway Chess has already done an impressive job growing the event, and joining the project was too exciting to pass up," said Haaland.

With millions of fans worldwide, Haaland is already a global sports icon and a natural partner to help attract new audiences and bring fresh energy to chess.

“Chess is ultimately about strategy and long-term thinking," said Morten Borge. “Those are qualities that also define both elite sport and the ability to make sound investments over time. In many ways, chess sits right at the intersection of the worlds Erling and I come from. I’ve even promised to give Erling a bit of chess training!"

The new championship, featuring the world’s best players, is expected to become one of the most significant developments in modern chess. The Total Chess World Championship Tour will consist of four tournaments annually, hosted by four different cities, and will crown a combined world champion across three disciplines — Fast Classic, Rapid, and Blitz chess. This new World Championship has been approved by the International Chess Federation (FIDE) for at least 16 years. A pilot tournament is planned for autumn 2026, followed by a full championship season in 2027, with each season comprising four events and an annual prize pool of at least USD 2.7 million.

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