Unibet strikes sponsorship deal with Norwegian chess legend Magnus Carlsen
Sportsbook brand agrees two-year marketing deal with the world’s number one chess player
Kindred Group’s flagship Unibet brand has sealed a two-year deal to sponsor chess World Champion Magnus Carlsen.
According to the operator, the commercial contract – which runs until 2021 – will allow Unibet to reach 600 million chess players and fans worldwide.
Carlsen, 29, is the best chess player in the world and recently set a world record for the longest stint of games without losing (120).
Kindred CCO Rhodri Darch said the deal would strengthen Kindred’s position as the “preferred choice among experts” because Carlsen is the ultimate ambassador for calculating risk.
https://twitter.com/Unibet_Sverige/status/1222860326888255490?s=20
“We see great potential in building a stronger market position towards the hundreds of millions of chess fans around the world, as well as all other online gamblers who understand and appreciate the value of gaining an advantage by digging into data and researching facts,” said Darch.
“Since 2014, Unibet has communicated that luck is no coincidence, celebrating those players who rely on research and statistics to make informed decisions.
“Magnus is a perfect fit for this concept, and our most recent marketing campaign is a good example of that,” he added.
Carlsen also has a keen interest in poker and was ranked number one in the world at Fantasy Premier League at one point in December last year.
He said: “This is something I’m really looking forward to. Unibet and I share a lot of the same values and interests in sports and related stats.
“We both know that luck is no coincidence. To make the right decisions, you need a well-balanced combination of knowledge, skill, and intuition,” he added.
Kindred Group took home the gong for best Sports Betting Operator at the EGR Nordics Awards this week.
Source: Unibet