Checkmate!

He won his first grandmaster title with the age of 13, is a five-time World Chess Champion and the highest-rated player in history. Now, Magnus Carlsen is the first chess player in the PUMA Family. We are excited to partner with the Norwegian talent and with the Meltwater Champions Chess Tour. Together with Magnus and the Tour, PUMA will help to expand the influence of the game of chess and bring the sport forward to millions of fans around the world.

“We often think of sports as being physical, but you also need mental strength. Few people embody that spirit like Magnus, who is widely regarded as the best chess player of all time. We are proud that he has become a part of the PUMA Family.”

– Bjørn Gulden, PUMA CEO 

Magnus is an avid sports fan and a natural fit for our brand. Through our partnership, PUMA will connect the world of chess with the world of sport performance by creating engaging content and activations for chess fans around the world.

As part of our partnership, we will also support the Meltwater Champions Chess Tour. The tour is managed by the Play Magnus Group, a company founded by Magnus Carlsen. The Tour is the most popular circuit in the chess calendar and reaches millions of fans worldwide through its innovate presentation of chess as a spectator sport.