Will the King of Chess rule the World of Brands just like The Golden Boy Neeraj Chopra?
In the world of sports branding, few stories shine as brightly as Neeraj Chopra’s. The Indian javelin thrower Olympic champion has become a marketing sensation within a few years. He has secured lucrative brand endorsements. This success, in a sport other than Cricket, leads to a fascinating question: Could a chess champion achieve similar brand dominance? With D Gukesh recently becoming the World Chess Champion, the limelight that came with it begs the same question.
Rising Popularity
Chess has experienced a global surge in popularity, and India is no exception. We already had Chess wizards like Viswanathan Anand, the first grandmaster from India in 1988. He inspired a lot of young Indians. Thanks partly to online platforms like Chess.com and the Netflix series ‘The Queen’s Gambit’. Chess now attracts millions of viewers. Social media amplifies the game’s appeal with engaging highlights and memes. But Chess and branding?
Enter Magnus Carlsen, often called the “King of Chess.” Carlsen has already ventured into the brand world with multiple World Championship titles and a charismatic personality. He is endorsing products ranging from fashion to tech. But by beating him at the World Championship, D Gukesh has achieved something much bigger, a star-like status in India. With this win and hopefully many more to come, he may rule the world of brands, just like Chopra.
The Chopra Formula
Mass Appeal: His Olympic gold medal created a unifying moment for India, turning him into a national hero.
Authenticity: His humble background and grounded personality resonate with audiences.
Visibility: Frequent appearances in mainstream media and social platforms keep him in the public eye.
These 3 things transformed Chopra into a brand magnet, signing deals with names like Nike, Tata AIA, and Byju’s.
Can a Chess champion replicate this?
One of the brightest stars in Indian chess today is D Gukesh. His recent landmark victory against Magnus Carlsen marked a defining moment not just for him but for Indian chess. At just 17 years old, Gukesh became the youngest player to defeat the reigning world champion.
With Gukesh defeating a living chess legend, the global media spotlight has intensified around him. This opens doors for international endorsements and sponsorships that were previously rare for Indian chess players.
Gukesh’s rise aligns well with brands looking for fresh faces symbolizing intellect, determination, and youth. His story of disciplined hard work and tactical brilliance makes him an ideal ambassador for educational platforms, tech companies, and sports brands.
The Future of Chess in Branding
The chess world is changing rapidly. The rise of esports shows that intellectual competition can be just as marketable as physical sports. If chess continues its upward trajectory, its stars could dominate brand endorsements. While chess may not yet have its “Neeraj Chopra moment,” the game’s growing popularity suggests that its champions are inching closer.