Mastercard’s Gambit: Chess Master Carlsen Named Brand Rep

Mastercard is making its first sponsorship move into chess by naming Magnus Carlsen, the game’s highest-rated player of all time, as its global brand ambassador. The partnership with Carlsen kicks off with Mastercard’s “Priceless Experiences” promotion. In a bid to connect with Mastercard users who are identify as “chess enthusiasts,” cardholders will have direct access to purchases tied to the Meltwater Champions Chess Tour, as the brand is now an official partner of that competition. Cardholders can also register for a live, virtual event called Chess Insights from World Chess Champion Magnus Carlsen Experience. Those who attend the experience will also receive a one-month premium subscription to chess24.com. Upping its game Mastercard’s embracing of chess through Carlsen represents a way to diversify its sports marketing versus other financial services providers, while the return to live events continues to be hampered by the ongoing pandemic. On top of that, there’s the uncertainty of sports marketing deals generally. It’s natural for brands to recognize it pays to play on as many competitive stages as possible. Carlsen joins a growing list of sports stars working with Mastercard. The financial services brand’s other competitive players such from the worlds of football/soccer (Argentine Lionel Messi and American Crystal Dunn) tennis (Japan's Naomi Osaka, who also represents Sweetgreen) and rugby (retired New Zealander Dan Carter). The match-up with Carlsen comes a year after Netflix’s seven-part original series, The Queen’s Gambit, raised the popularity of the sport. As Adweek’s Robert Klara reported, Amazon searches for “chess set” skyrocketed 857% in the wake of the hit streamer. Chess fever stays hot While Queen’s Gambit doesn’t appear to be getting a second season, Mastercard finds that chess is drawing increased interest. For one thing, Twitch users watched 18.3 million hours of chess in January 2021. The game has become one of the most watched categories on the video game streaming platform. “I enjoyed The Queen’s Gambit and love how the show has helped fuel chess’s popularity,” Carlsen told Adweek. “Growing the chess community is very important to me, so I’m thrilled that this partnership allows us to do just that.” Despite its rise in popularity, the appeal of chess remains distinct from mass sports like football, baseball and basketball. The game attracts a specific class of consumer. So, including chess among its roster of sports sponsorships allows Mastercard to present a more rarefied and intellectual profile. A touch of class The company has unveiled its Mastercard Marketing Institute, a 12-week course Led by Raja Rajamannar, chief marketing and communications officer for Mastercard and president of its healthcare business. The course is being offered to senior executives and “rising brand stars” who wish to become “Mastercard certified” as thinkers pushing the boundaries of marketing as discipline. The education doesn’t stop there. As part of Carlsen’s partnership with the brand, Mastercard is creating a chess-themed curriculum for its signature science, technology, engineering and mathematics (STEM) program, Girls4Tech. In that sense, aligning itself with chess also extends Mastercard’s stated commitment to promote gender equity by fostering a future generation of women chess players. How The Queen's Gambit and the Pandemic Turned Into a Perfect Storm of Sales for Chess The theme of science and sport is also part of what piqued Carlsen's interest in the deal. “Technology and innovation are bringing chess to new audiences and connecting players around the world,” he said. “Because of this, chess has become a borderless sport, enabling passionate fans to connect from opposite sides of the globe. Now more than ever, chess players at all levels are able to find partners and play at any time and from anywhere.”

Branding

Mastercard’s Gambit: World Chess Master Magnus Carlsen Added as Brand Ambassador

The financial services company expands its sports marketing game

David Kaplan

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David Kaplan