Why Chess? It is more than a game—it’s a gateway to a high-value, engaged audience with a global reach. Here’s why partnering with the chess community could be a good move.

Expansive and Diverse Audience

Global Reach: With approximately 605 million players worldwide, it’s a global activity with passionate followers across Europe, Asia, the Americas, and beyond.

Growing Digital Presence: Online chess platforms like Chess.com and Chess Arena are seeing unprecedented growth. As of 2022, number of users playing online surpassed 150 million users, showing a strong and rapidly expanding digital footprint.

Wide Age Range: Chess appeals to all age groups, with especially high engagement among young adults. In 2021, for instance, Chess.com’s combined Twitch and YouTube viewers included 34% aged 18-24 and 31% aged 25-34, bringing brands closer to a diverse and youthful demographic.

Affluent and Educated Demographic

High Education Levels: Chess attracts a well-educated audience. In the U.S., for instance, 78% of regular chess players hold a university degree, indicating an informed and discerning consumer base.

Engaged and Informed Consumers: Chess players actively engage with reputable publications and content, being five times more likely to read outlets like The New York Times and The Economist.

Income and Affluence: Among U.S. households with incomes above $120,000, 21% are regular chess players. This audience not only has substantial disposable income but also tends to make intentional, thoughtful purchases, creating a valuable market for premium products.

Significant Purchasing Power

Luxury Consumption Patterns: Chess enthusiasts show a strong affinity for high-end goods. Studies reveal that chess players are 40-100% more likely to purchase luxury items—including cars, watches, branded alcohol, and air travel—compared to non-players. Brands in these sectors can benefit from targeted visibility within this affluent market.

Event-Based Purchases: Chess tournaments and events attract viewers who are highly engaged, with opportunities for exclusive product placements, branded merchandise, and partnership visibility that drive direct sales.

A Rising Market with First-Mover Advantage

Growing Market Value: The global chess market, valued at approximately USD 2.5 billion in 2023, is expected to reach around USD 3.8 billion by 2032, growing at a CAGR of 4.7%. Chess partnerships offer access to a market on the rise, allowing brands to grow alongside it.

Chess Resurgence: Thanks to a cultural revival, fueled by media like “The Queen’s Gambit” and live-streamed tournaments, chess is attracting new audiences worldwide. Brands that align with chess now have the chance to capture this momentum, establish authority, and be seen as leaders within an expanding arena.

Values

Positive Brand Association: Chess is synonymous with intelligence, sophistication, and strategy—attributes that enhance a brand’s reputation by association. By sponsoring chess events or partnering with chess influencers, brands can reach audiences who appreciate thoughtful, high-quality products and services.

Cultural Relevance: Chess’s timeless appeal has been revitalized, making it a relevant choice for brands looking to stay culturally resonant. Partnering with chess is a statement of alignment with intellect, culture, and a sense of tradition with a modern twist.

Long-Term Relevance: Unlike fleeting trends, chess has remained a constant, enduring activity. It continues to evolve across digital platforms, meaning brands that partner with chess benefit from an association with both legacy and future-forward progress.

Reach out to Nadia Panteleeva, head of partnerships at panteleeva@worldchess.com