Erling Haaland Champions New Global Chess Tour to Elevate the Game

Erling Haaland, the renowned footballer, is making waves in the chess world by backing the Total Chess World Championship Tour. This initiative, launched by Norway Chess, aims to transform chess into a more spectator-friendly sport. With plans for a new championship format and significant investments, Haaland's involvement is expected to attract a wider audience and elevate the game's status globally. The tour will feature multiple tournaments and aims to crown a unified world champion, marking a significant step in the intersection of sports and chess.

By Narendra Chaudhary Mar 19, 2026, 21:09 IST

Haaland's Investment in Chess

Erling Haaland, the Norwegian football star and Manchester City player, is venturing into the world of chess by supporting an innovative global initiative called the Total Chess World Championship Tour. This project, launched by Norway Chess, aims to transform the way chess is experienced and celebrated worldwide. Haaland's involvement highlights a growing trend of crossover between traditional sports and chess, with organizers aiming to enhance the game's appeal to a broader audience.

In collaboration with FIDE, Norway Chess has introduced a new championship format known as the Total Chess World Championship. Haaland has teamed up with Norwegian entrepreneur Morten Borge to establish a company named Chess Mates, which will hold a significant stake in Norway Chess. In a press release, Haaland expressed his enthusiasm, stating, “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, recognized as one of football's most talented strikers, drew comparisons between football and chess, emphasizing the mental agility required in both. “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,” he remarked.

Borge supported this view, noting the shared principles of strategic thinking in both chess and high-performance sports. He stated, “Chess is ultimately about strategy and long-term thinking. Those are qualities that also define both elite sport and the ability to make sound investments over time.” He humorously added that he would provide Haaland with some chess training.

For the organizers, Haaland's participation is not just about financial backing; it also enhances visibility. Kjell Madland, CEO of Norway Chess and Total Chess, believes that Haaland's global presence can attract new audiences. “We expect the new championship to become one of the most prestigious events in the global chess calendar. The fact that Erling is joining us as an investor says a great deal about the commercial potential of this tour,” Madland stated.

Founded in 2013, Norway Chess has established itself as a leading classical tournament, hosting significant events in the chess world, including R Praggnanandhaa's historic victory over Magnus Carlsen. The Total Chess World Championship Tour aims to unite top players across various formats, featuring four tournaments each year in different cities, culminating in the crowning of a unified world champion based on performances in Fast Classic, Rapid, and Blitz formats.

This initiative has received FIDE's approval for a minimum of 16 years, indicating its long-term vision. A pilot event is set for autumn 2026, with the first full season commencing in 2027, offering a minimum annual prize pool of $2.7 million across its events.