Media Blitz, Corporate Strategy to Make Chess Super-Popular!

Andrew Paulson - Chess Vision

Leading design agency Pentagram has been hired to rebrand the World Chess Championships, after the World Chess Federation (FIDE) accorded the commercial rights to the sport to technology entrepreneur Andrew Paulson.

Mr Paulson struck the deal with Kirsan Ilyumzhinov, president of FIDE, to host the championships and provide long-term commercial structure for the game, with an increased prize fund of 5.4 million euros, according to a latest press release.

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