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Puma inked a long-term with Norwegian Grandmaster Magnus Carlsen that would see the German sportswear brand create content and activations for chess enthusiasts and attract more fans to the game.
The agreement also includes the online Champions Chess Tour, the 2022 edition of which runs until November 20 and includes a prize pool of US$1.6 million.
Puma sees sales reach a record €6.8 billion for 2021
Puma will also support the Champions Chess Tour, managed by Carlsen-founded Play Magnus Group, which was established to promote chess as a spectator sport.
The International Chess Federation does not rate the Champions Chess Tour.
Puma CEO Bjørn Gulden said that while we often think of sports as being physical, people also need mental strength.
