Checkmate! Gukesh’s Victory is Shaking Up Chess Sponsorships

Gukesh Dommaraju’s victory has ignited a spark that could reshape the landscape of chess sponsorships. Historically, chess was viewed as an intellectual pastime, distant from the commercial buzz surrounding other mainstream sports. However, Gukesh’s win, set against the backdrop of increasing viewership and digital platforms, is pushing chess into a whole new spotlight.

Chess’s rise on platforms like Twitch and YouTube has brought the game to millions of homes, transcending its niche reputation. Events like The Queen's Gambit and the explosive growth in global online tournaments have opened doors for a wave of sponsors seeking to capitalize on a highly engaged, global audience. With viewership numbers hitting remarkable figures—such as 24 million views for recent World Chess Championship live streams—the notion of chess as a prime space for brand sponsorships is gaining traction.

The brands stepping into this space, such as Red Bull, are already breaking the mold, partnering with events and championing players. Major tech companies like Airlearn are beginning to bet on the game's future, seeing it not only as an intellectual pursuit but a brand-friendly, youth-focused arena. It’s clear: chess is evolving, and the business world is paying attention.

Gukesh’s victory, along with the surge in sponsorships, signals a new era. Will this lead to chess becoming the next big ticket for brands, much like cricket or football? The pieces seem to be falling into place, and the game is just beginning.