Erling Braut Haaland, the football superstar, has made a significant investment in Norway Chess by acquiring a 25% ownership stake through his newly established company. This investment has made headlines, especially through the reports by the Guardian, highlighting Haaland's interest in chess, a game he compares to football in terms of strategy and mental exercise. He has expressed his enthusiasm by stating that chess sharpens the mind and encourages quick thinking and foresight, similar to the demands of playing football.

The new initiative by Norway Chess aims to launch the Total Chess World Championship Tour in 2027, which seeks to attract the best chess players globally. The tournament has already gained recognition from prominent figures in the chess world such as Magnus Carlsen, who is expected to participate. His involvement in the tournament adds to its credibility and appeal, particularly among chess enthusiasts, as Carlsen is considered one of the greatest chess players of all time.

Furthermore, the program includes weekly events such as "Titled Tuesday," where participants can follow Magnus Carlsen on VGTV. This not only marks a new era for competitive chess in Norway but also reflects the growing intersection between popular sports and traditional games, potentially opening new avenues for sponsorship and fan engagement in chess.