Football superstar Haaland ventures into chess with Norway’s new global tour

Football superstar Erling Haaland has taken an unexpected but strategic step into the world of chess, becoming an investor in Norway Chess and its newly launched Total Chess World Championship Tour (TCWCT). The tour, approved by the International Chess Federation (FIDE) for at least 16 years, aims to elevate chess into a global spectator sport.

Partnering with Norwegian business leader Morten Borge , Haaland has co-founded Chess Mates , a company that will hold a significant stake in 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,” Haaland said.

Haaland’s involvement also has a strong national connection . Though born in Leeds while his father played football in England, Haaland grew up in Norway and represents the Norway national football team . Norway Chess, being a Norwegian institution, makes this investment a natural extension of supporting a prominent sporting event in his home country.

The TCWCT will feature four tournaments each year across different cities, awarding a combined world champion title across Fast Classic, Rapid, and Blitz chess . A pilot tournament is scheduled for autumn 2026 , with the full championship season beginning in 2027. Each season will feature a minimum prize pool of USD 2.7 million , underlining the tour’s ambition to become one of the most prestigious events on the global chess calendar .

“Erling joining us as an investor signals the enormous commercial and cultural potential of this tour,” said Kjell Madland , CEO of Norway Chess.

Haaland’s move marks a unique crossover of sports and strategy, bringing the fast-paced spirit of football to the cerebral world of chess.