Erling Haaland is used to making his moves on the football pitch. Now, the Manchester City goal machine is making a big move in the world of chess. One of football’s biggest global superstars has joined hands with Norwegian businessman Morten Borge to establish Chess Mates, a company that has invested in Norway Chess and backed an ambitious new venture, the Total Chess World Championship Tour. This is more than just a celebrity investment because Haaland wants to make chess bigger, more accessible and, crucially, more spectator-friendly. The ambition is to take the game beyond its traditional audience and build a global sporting property.
The Total Chess pilot is currently underway in Budapest, bringing together the world’s leading players in a format combining three different time controls.
There is an important Indian connection too. Morten Borge believes India will be an important market for Total Chess, and he has revealed that Haaland himself is interested in the game and could potentially visit India if his schedule permits in 2027.
Could one of football’s most recognisable faces become an ambassador for chess in India?
Rica Roy caught up with Morten Borge, CEO of Chess Mates, on the sidelines of the Total Chess pilot in Budapest.
Q: You have teamed up with Erling Haaland to establish Chess Mates. How did this partnership come about?
Morten Borge:It actually started more than two years ago, when we began discussions with Norway Chess, Total Chess and Kjell Madland. He told us about the new plan and vision of creating Total Chess, combining three different chess formats into one. I then spoke to Team Haaland, and they were encouraged and interested in learning more.
Q: What attracted Erling Haaland to chess? Is it partly because Magnus Carlsen is also Norwegian, or is there a deeper personal interest?
Morten Borge:I think it is partly because chess is one of the truly global sports. It travels across cultures, countries and continents, but also across generations.
I think that is what he found very interesting about the game. And, of course, he is a top athlete himself, so there are many parallels between playing football and playing chess. You need to prepare, you need to learn from your mistakes, and you need to think several moves ahead. I think the combination of these elements fascinated him and his team.
Q: Is Chess Mates investing exclusively in Norway Chess and the Total Chess concept?
Morten Borge: Norway Chess is the creator behind the Total Chess concept. We now have a pilot here in Budapest, and we are looking forward to the tournaments next year and setting the calendar.
Q:Your investment has also helped raise significant capital for the company. Can you tell us more about the funding?
Morten Borge: We were able to raise close to $10 million for the company earlier this year. That means we can put on this great pilot here in Budapest and also invest in the future, with four different host cities planned for next year. So I am really looking forward to it. India is likely on the cards.
Q: Will we see Erling Haaland in India? Is he interested in coming here to promote Norway Chess and Total Chess?
Morten Borge:He is genuinely interested in the game of chess. And if his calendar allows, he might come to India or to other places where we organise four events next year.
Q: How important is India to your plans for Total Chess?
Morten Borge: India is a huge country, as you know, with a lot of great chess players and a rich history with the game. Here in Budapest we have three great Indian chess players. We have two male players, but I am also really happy to see the female players, including one from India.
There are so many important viewers and players from India. I am really positive about the future of Indian chess, and it is an important part of what we are doing here in Budapest as well.
Q:Haaland has a massive following in India, particularly after his success with Manchester City. But can he lead a normal life in Norway? Can he walk freely on the streets of Oslo?
Morten Borge:No, I don’t think he can walk on the streets anywhere in the world. I believe that is because he is a superstar. Right now, he lives in Manchester, although he is sometimes back home in Norway.
But I think that is the downside of being so famous. You cannot live a normal life.
We see some of the same tendencies here in Budapest, actually, when we look at the top Indian players, Magnus Carlsen and others. They cannot walk freely around this hotel because there is such massive interest in the sport and its players.
Q: Who is the bigger superstar in Norway – Erling Haaland or Magnus Carlsen?
Morten Borge: I think we are very fortunate in Norway to have two great sportsmen in Magnus and Erling Haaland.
I don’t want to compare them because they are both unique in their own ways. But when we had Norway Chess in Oslo earlier this year, I was really amazed and encouraged by what we saw when Pragg and Luka played, and all the Indian fans came to Norway to watch Norway Chess. That was really positive to see.
Q:Does Haaland actually play chess? Does he use it to unwind and de-stress, as many professional players do?
Morten Borge: You have seen those lovely pictures of him making chess moves.
We have played a few moves together. I think we need to sharpen our opening tactics and style. But definitely, I think he loves playing and wants to improve even more.
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