Gerard Pique has become a strategic shareholder in Global Chess League team American Gambits, joining a growing group of high-profile athletes investing in chess as the game develops into a global entertainment and commercial product.
The former Barcelona defender and Spain international, who helped his country win the 2010 World Cup, announced his involvement at a news conference in Bengaluru on Monday. Pique is also the founder of sports and media company Kosmos.
“I have always been interested in chess because of its depth, its universal appeal and the tremendous mental strength it requires,” Pique said in a statement reported by Asharq Al-Awsat.
His investment comes as organisers and investors seek to broaden chess’s appeal through international competitions, digital content, sponsorship agreements and live-streaming platforms.
American Gambits’ shareholders also include former India cricketer Ravichandran Ashwin. The team is scheduled to compete in the fourth edition of the Global Chess League, which will be held in Bengaluru next month.
Pique’s move follows the involvement of Norway and Manchester City striker Erling Haaland, one of the most prominent athletes to enter chess investment. Haaland joined the project with the backing of Norwegian investor Morten Borge.
“There are a lot of interesting similarities. Although Erling looks like a monster on the pitch, football at the highest level is also about preparation, strategy, timing and understanding decisive moments. In that sense, there are similarities with chess,” Borge said.
Borge added that Haaland was attracted to chess because of its emphasis on strategic thinking and mental discipline, qualities that are essential for maintaining performance under pressure.
The interest shown by Pique and Haaland reflects a wider trend among athletes, with increasing numbers turning to chess as a way to improve concentration and develop decision-making skills.
Former Manchester City manager Pep Guardiola has repeatedly referred to chess and strategy when discussing football. Other leading figures from sport have also spoken publicly about their relationship with the game and its value in developing mental capabilities.
They include former Liverpool player Mohamed Salah, as well as tennis greats Boris Becker and Novak Djokovic.
For investors, chess is increasingly being viewed as a sport with commercial potential. The Global Chess League, backed by Indian technology company Tech Mahindra and the International Chess Federation, is attempting to expand the game’s audience by using shorter formats designed to work more effectively for television and digital platforms.
Borge believes chess is following a path already taken by other niche sports that have reached beyond their traditional audiences and attracted a much wider following.
“When you can market a sport with limited reach, such as darts, and when nearly one billion people around the world play chess, the opportunity is clear,” he said.
The Global Chess League’s fourth edition will take place in Bengaluru next month, with American Gambits among the participating teams.
