Haaland buys into Total Chess World Championship Tour

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Erling Haaland has become a major investor in a new global chess tour set to feature fellow Norwegian Magnus Carlsen.

The investment, agreed shortly before Manchester City’s recent trip to West Ham United, went largely unnoticed at the time.

At the heart of the move is the Total Chess World Championship Tour, a new circuit with an annual prize pool of $2.7 million, designed to elevate chess as a global spectator 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.”

The crossover between elite football and chess has been growing. Liverpool’s Mohamed Salah has previously described himself as “addicted” to the game, while Arsenal’s Eberechi Eze won $20,000 in an online celebrity tournament.

Haaland, however, is the first active top-level player to invest directly. He has partnered with Norwegian businessman Morten Borge to launch Chess Mates, which will become a key owner in Norway Chess, the organisation behind the tour.

“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.”

Backed by FIDE, the format will feature four tournaments annually in different cities, culminating in a unified world champion across classical, rapid, and blitz formats.

A pilot event is scheduled for autumn 2026, with a full launch in 2027. While the size of Haaland’s investment remains undisclosed, it is understood to be substantial.

Kjell Madland, CEO of Norway Chess and Total Chess, welcomed the move: “The fact that Erling is joining us as an investor says a great deal about the commercial potential of this tour. Erling has an enormous global following and is truly world-class when it comes to creating magical sporting moments.”
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