The German sporting goods supplier Puma SE is targeting a new target group: on Monday the company announced that it had entered into a long-term partnership with the Norwegian world chess champion Magnus Carlsen. As part of the agreement, Puma will also support the Meltwater Champions Chess Tour, an international tournament series organized by Carlsen’s Play Magnus Group. The aim of the collaboration is to “connect the world of chess and the world of active sports” and thus expand the influence of chess and “bring the sport to millions of fans around the world,” said Puma.
Puma CEO Bjørn Gulden explained the background of the partnership: “We often only think about the physical side of sport, but you also need mental strength,” he explained in a statement. “Few people embody that attitude quite like Magnus, widely regarded as the greatest chess player of all time. We are proud that he has become part of the Puma family.”
Carlsen was also happy about the cooperation with the traditional brand: “To be part of a great company like Puma and to work with so many people that I personally admire is something special for me,” he said in a statement. “As a chess player, I’m a huge sports fan and that makes this partnership even better.”
The sports article company plans to announce further details of the collaboration with the world chess champion and the Meltwater Champions Chess Tour at a later date.
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