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An estimated 44 million Americans are regular chess players. Some 60 percent are male, and the same percentage falls in the magic 18-35 demo. More than one-third have a masters or Ph.D., and 44 percent enjoy an average household income of $75,000 or higher. Given stats like those, you might assume that when the World Chess Championships roll around every two years, upscale brands would be tripping over themselves to sponsor them.
And you would be wrong.