The New Adventure of Erling Haaland
Erling Haaland, striker for Manchester City, has decided to open a new chapter away from the pitch—without stepping away from competition. The Norwegian goal scorer has now taken a step into the world of chess by investing in an international tournament circuit, a move that reflects one of his greatest passions outside of football.
Haaland compared chess to football, highlighting that both require quick thinking, strategic awareness, and a constant reading of what’s happening in front of you. He also noted that it’s a discipline that sharpens the mind and, much like elite-level sports, often requires trusting your intuition to make the right decision at the right moment.
A Global Project with a Norwegian Touch
The company created for this new venture is called Chess Mates, and through it, he will become the owner of Norway Chess, the organization responsible for promoting the Total Chess World Championship Tour.
In Norway, chess enjoys massive popularity, largely thanks to Magnus Carlsen, a grandmaster and living legend of the sport. Carlsen is a true celebrity in the Nordic country, with a media presence comparable to that of Haaland in football. That’s why the entry of the Manchester City forward into this world has not gone unnoticed and adds even more visibility to a game that already holds an important place in Norwegian sports culture.
Haaland’s partner in this project is Morten Borge, a Norwegian businessman and owner of Norway Chess, who aims—alongside the City striker—to expand the global reach of chess even further. The goal is clear: to leverage the footballer’s popularity to bring the game to new audiences and make it more appealing to younger generations.
Chess and Football: A Growing Connection
Chess is not an isolated hobby within Haaland’s locker room. In the Premier League, it has become increasingly popular among footballers. Mohamed Salah himself once admitted he became addicted to the game, fascinated by its mental demands and level of concentration.
Pep Guardiola is also a big fan. In fact, he maintains a close relationship with Garry Kasparov, widely regarded as one of the greatest chess players of all time. In that context, Haaland’s investment feels quite natural: it not only reflects a personal passion but also a growing trend among elite football figures who see chess as a tool to stimulate the mind, improve decision-making, and strengthen competitive discipline.
Beyond Football
This investment is also part of Haaland’s financial diversification strategy, as he gradually expands his personal brand beyond football. In that journey, his YouTube channel also stands out, already boasting nearly 1.5 million subscribers and confirming his massive global reach.
With this move, Norway now boasts two giant names linked to chess: Magnus Carlsen, from the board, and Erling Haaland, from investment and global projection. One dominates the pieces; the other aims to take the game even further. The question remains: will we see them meet at an event—or even share a board in the future?
