Why Erling Haaland Signed Up For Norway Chess: 'The Project Was Too Exciting To Pass Up'

The so-called "Magnus effect" that started in Norway when GM Magnus Carlsen burst onto the scene as the world's top chess player shows no sign of cooling down.

If anything, the phenomenon is getting more impressive. Having drawn his nation into a decade-long obsession with the game, the 21-time multi-format world champion has just helped sign up a fresh injection of star power—from the football pitch.

Erling Haaland, one of the biggest names in global sport, and a fellow countryman of Carlsen, is now making a bold move into the chess world by backing Norway Chess and its new $2.7 million Total Chess Championship.

The Premier League striker has joined forces with Norwegian investor Morten Borge to back Norway Chess and its ambitious new project put on with the game's blessing of world governing body FIDE.

Without Carlsen drawing attention to the game, and his split from FIDE, this would surely never have happened. But it's real.

"Chess is an incredible game," Haaland. "It sharpens your mind, and there are clear similarities to football. You have to think quickly, trust your instincts, and think several moves ahead. Strategy and planning are everything."

With Haaland on board, Norway Chess is now punching way above its weight on the world stage and his mere name being attached to the Total Chess World Championship brings new attention to this new event.

Haaland certainly knows that.

"I'm investing in Norway Chess because I believe the new Total Chess World Championship Tour can turn chess into an even bigger sport for spectators around the world," he said.

"The team behind Norway Chess has already done an impressive job growing the event, and joining the project was too exciting to pass up."

Norway Chess and FIDE announced last year that a pilot Total Chess Championship is due to run this autumn, with a full launch in 2027. More details were announced in January with the list of invites sent out.

The event has been approved by FIDE for a minimum of 16 years during which, Norway Chess hopes, it will become a key part of the wider World Championship cycle.

Unsurprisingly, Carlsen, who famously turned his back on the classical World Championship, is invited. The Total Chess event is, after all, very close to his stated vision of what a world championship should be—he is, even if no official wants to admit it, the event's raison d'etre.

Carlsen will be joined between October 3 and 15 by the current World Champion, GM Gukesh D, and the Women’s World Champion GM Ju Wenjun.

Each season will feature four tournaments in different cities, combining Fast Classic, Rapid, and Blitz formats — an all-around test to crown a true world champion.

Meanwhile, the traditional Norway Chess tournament, now on its 14th edition, will run from May 25 to June 5 for the first time in Oslo and hosted at the city's landmark Deichman Bjørvika library.

All this is deal for Carlsen. It's almost like the new tournament was made for him. And with Haaland on board, it's bound to be a winner.