Former Spanish international footballer Gerard Pique has expanded his business portfolio by becoming a strategic shareholder in the Fyers American Gambits, a franchise competing in the Global Chess League. The announcement was made during a press conference held in Bengaluru, India, on Monday.
Pique, who is also the founder of the sports and media firm Kosmos, expressed a long-standing interest in the game. “Chess has fascinated me for a long time because of its depth, its global appeal and the incredible mental strength it demands,” the former Barcelona defender stated.
His entry into the chess world is part of a wider movement to transform the traditional board game into a modern commercial entertainment product. This evolution is being driven by the development of franchise leagues, enhanced digital content, new sponsorship models, and dedicated streaming platforms.
The American Gambits franchise already features notable backing, including from former Indian cricketer Ravichandran Ashwin. The team is set to participate in the fourth edition of the Global Chess League, which is scheduled to take place in Bengaluru this September.
This trend of athletic investment is gaining momentum globally. Norwegian striker Erling Haaland and Olympic cross-country skiing champion Johannes Hoesflot Klaebo have both invested in chess projects this year, specifically supporting Norway Chess and the FIDE-backed Total Chess World Championship.
Norwegian investor Morten Borge, who facilitated Haaland’s involvement, noted the clear parallels between elite football and the board game. “There are so many interesting parallels,” Borge told Reuters, explaining that Haaland was particularly drawn to the mental discipline and strategic foresight required to succeed under pressure.
Borge added that while Haaland may appear as a physical force on the pitch, high-level football relies heavily on timing, preparation, and understanding decisive moments, much like chess. He also highlighted the commercial potential of the sport, noting that with nearly a billion players worldwide, the opportunity to monetize chess is significant, similar to the growth seen in niche sports like darts.
The integration of chess into the professional sports landscape is further supported by its reputation as a tool for sharpening cognitive skills. Many high-profile figures, including former Manchester City manager Pep Guardiola, have frequently cited the game as a vital resource for developing strategy and pattern recognition.
Other prominent athletes who have utilized chess as a training aid include tennis legends Novak Djokovic and Boris Becker, as well as former Liverpool forward Mohamed Salah. As the Global Chess League continues to partner with major entities like Tech Mahindra and FIDE, the focus remains on creating shorter, high-intensity formats tailored for modern television and digital audiences. The report also notes that and when almost a billion people around the world play chess, the opportunity is obvious,” he said, when you can commercialize a narrow sport like darts.
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