For a protracted span, chess was a quiet game usually played in clubs or at home. However, times have rapidly changed, as today big companies are putting real money into this sport, that tests the power of the brain rather than brute force.

The corporates have now begun to sponsor tournaments, top players, and online events. Why? Simple answer-- Chess has become popular, and brands do not want to squander the opportunity to gather the attention of millions of chess enthusiasts. Let's break this down further.

Chess Boom: More fans than ever

Chess exploded in the last few years. The Netflix show The Queen's Gambit pushed the game to far corners and left intrigue among viewers who had never played the game. Chess became tantalisingly popular during the COVID lockdowns as millions endeavored to play the game online during the period and became hooked. The increased interest in chess brought into the limelight a wave of content creators who were developing content around chess every day. Subsequently, people began to take an interest in chess tournaments, and soon, a watching of thousands began to clock during the live streaming of chess tournaments. Companies seemingly saw this as a chance to connect with smart, tech-savvy fans worldwide. With the rise of Gukesh, who is the current World Chess Champion, and Praggnanandhaa, the sport became even more popular as people now have players to root for at the international stage.

Why companies choose chess?

Chess stands for clear thinking, planning ahead, and staying calm under pressure. These are exactly the skills companies want to align themselves with. Tech firms, banks, and steel giants use chess to link their brand to intelligence and strategy. The growth of chess established the culture of the sport, and many of them began holding internal chess events for staff. Unlike many other sports, chess gives a clean positive image with low risk. Companies get their logo on screens, shirts, and live broadcasts seen by lakhs of people. It is a low-cost way to build trust and loyalty.

How much are they spending?

The money is also pipping in fast. Tata Steel, which has sponsored its famous tournament in the Netherlands for over 80 years, is one of the longest-running sports deals in the world. They also sponsor events in India. While the exact costs are not known, top tournaments now offer big prize money to the winners. The Esports World Cup added chess in 2025 with a prize pool of $1.5 million. Player deals are huge too, as for instance a finance firm called Quantbix signed Indian star Arjun Erigaisi for about $1.5 million over five years. Mastercard teamed up with 5-time World Champion and number one-ranked player in FIDE ratings, Magnus Carlsen, for global ads and tours. New leagues like Freestyle Chess raised $12-15 million from investors for million-dollar prizes per event. Now, even small firms can join for a few thousand dollars in FIDE events.

To summarise, corporates are willing to spend millions of dollars on chess because it is fast, clean, and matches their image of smart success. With massive online crowds and youngsters drawn towards the game, the spending is only going up.