Soccer superstar Erling Haaland has announced a major investment in Norway Chess, backing the launch of a new global competition format, the Total Chess World Championship Tour.

The initiative, unveiled in Oslo, aims to transform chess into a more spectator-friendly and widely accessible sport. Haaland has partnered with Norwegian business leader Morten Borge to establish a new company, Chess Mates, which will become a significant stakeholder in Norway Chess.

Haaland said his investment reflects a strong belief in chess as both a mental discipline and a global spectator sport.

“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,” he said.

The newly announced Total Chess World Championship Tour is set to feature four tournaments annually across different cities, bringing together the world’s top players. The competition will crown an overall world champion based on combined performance in three formats: Fast Classic, Rapid, and Blitz.

The tour has been approved by the International Chess Federation for a minimum of 16 years, underscoring its long-term ambition and significance within the global chess calendar.

A pilot tournament is scheduled for autumn 2026, with the first full season expected in 2027. Each season will include four events and offer a minimum prize pool of $2.7 million.

Kjell Madland, CEO of Norway Chess and Total Chess, welcomed Haaland’s involvement, describing it as a major step forward for the sport.

He said Haaland’s global influence and appeal would help attract new audiences and elevate the profile of chess worldwide, adding that preparations are now in the final stages to secure host cities for the inaugural tour.

With millions of fans worldwide, Haaland’s move into chess investment signals a growing crossover between elite sport and strategic mind games, potentially reshaping how chess is consumed and followed globally.