Erling Haaland’s Game-Changing Investment: A New Era for Chess in Norway

Erling Haaland’s Chess Investment Sparks a New Era for Norway Chess

As Erling Braut Haaland leads Norway’s national team in their quest for World Cup glory, the Manchester City superstar’s influence extends far beyond the soccer pitch. Just three months ago, Haaland made headlines by investing in Norway Chess, a move that has sent ripples through both the soccer and chess communities.

In an exclusive interview with Chess.com, Norway Chess CEO Kjell Madland revealed that Haaland’s investment was a catalyst for a remarkable $10 million (NOK 100 million) funding round. This initiative has attracted some of Norway’s most prominent athletes and business leaders, all rallying behind the ambitious Total Chess project.

“My impression is that many people who play chess around the world are proud,” Madland stated. “It felt like it was chess itself that received the investment.”

The latest funding round has assembled an impressive roster of investors, including skiing legend Johannes Høsflot Klæbo, former cycling world champion Thor Hushovd, and shipping heir Knut Ugland, among others. According to Norwegian newspaper Dagens Næringsliv, this round valued Norway Chess at a staggering NOK 250 million (approximately $25 million), granting investors a combined 28 percent stake in the company.

Haaland’s entry into the chess world was not just a financial endorsement; it marked one of the most significant endorsements chess has ever received from a global superstar. With over 50 million followers across his social media platforms, Haaland’s involvement has the potential to elevate the profile of chess to unprecedented heights.

“The fact that Erling is joining us as an investor says a great deal about the commercial potential of this tour,” Madland remarked at the time of Haaland’s investment. “Erling has an enormous global following.”

Three months later, Madland believes the impact of Haaland’s investment is already being felt. “We have built a solid foundation with significant investors, skilled people, and a lot of capital,” he noted.

The collaboration began when discussions with Team Haaland’s Egil Østenstad, a former Premier League star, led to presentations involving Haaland and Ferd CEO Morten Borge. Madland described Haaland’s excitement about the project, emphasizing the synergy between chess and football that was palpable during this year’s Norway Chess event in Oslo.

Among the notable attendees were former Premier League stars and Haaland’s father, Alf-Inge Haaland, who engaged in discussions about the future of chess in Norway. Legendary football agent Rune Hauge was also present, as his company will negotiate international media rights for Total Chess.

While Norway Chess remains the flagship event, the investment primarily aims to fund the Total Chess World Championship, a new international circuit designed to crown a combined world champion in various formats. Starting in 2027, the tour will feature four events with a minimum prize fund of $2.7 million.

A pilot event is scheduled for November 13-23 in Budapest, Hungary, strategically timed to avoid a clash with the U.S. Chess Championship. The deal signed with FIDE spans 16 years, granting the company unprecedented control over major chess events and media rights.

“No one has done this in chess before,” Madland asserted. “A major media partner needs many events if they’re going to invest significant resources and think long-term.”

The success of Total Chess will hinge on its ability to transform the current surge of interest in chess into a sustainable business model. However, if Madland’s predictions hold true, Haaland’s most significant contribution may not just be the financial backing but the inspiration he has sparked among investors eager to join him in this groundbreaking venture.