PUMA Partners with Champions Chess Tour 

Carlsen, the Tour and PUMA unite to expand the influence of chess for millions of fans around the world.  
License Global

February 22, 2022

Magnus Carlsen wearing PUMA

PUMA has signed a long-term agreement with Norwegian Chess Grandmaster Magnus Carlsen and the Meltwater Champions Chess Tour. Through the partnership with Magnus and the Tour, PUMA will connect the world of chess with the world of sports performance by creating engaging content and activations for chess fans worldwide.    

Carlsen, a five-time World Chess Champion, is an avid sports fan. At 13 years old, he became the youngest Grandmaster and won his first World Chess Championship in 2013. In 2014, he became the highest-rated player in history.  

"We often think of sports as being physical, but you also need mental strength," says Bjørn Gulden, chief executive officer, PUMA. "Few people embody that spirit like Magnus, who is widely regarded as the best chess player of all time. We are proud that he has become a part of the PUMA family."   

As part of the agreement, the company will also support the Meltwater Champions Chess Tour, managed by the Play Magnus Group, founded by Carlsen. The Tour

is the most popular circuit in the chess calendar and reaches millions of fans worldwide through its innovative presentation of chess as a spectator sport.   

 "Being part of a great company such as PUMA and joining so many people that I personally admire is special to me," says Carlsen. "As a chess player, I am a huge fan of sports, and that makes this partnership even better."  

Further details about PUMA's partnership with Magnus Carlsen and PUMA's involvement with the Meltwater Champions Chess Tour will be made available shortly.  

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