Endeavor has made a strategic investment in Chess, which touts itself as the world’s largest online platform for the classic strategy game. In addition, Chess has signed for representation with Endeavor’s WME.
Terms of the firm’s investment weren’t disclosed. As part of the investment taking a minority stake in Chess, Endeavor will advise the company in areas including events and experiences, media rights deals, content production and distribution, experiential marketing and brand licensing.
Chess also announced it has signed with Endeavor’s WME, which will work with Chess to “build on the global popularity of chess” across digital media, fashion, film, food, music, sports, TV and theater, per the agency. Specifically, WME will work with Chess to develop nonscripted content including documentaries; to create “celebrity-centric” chess moments; and to produce crossover content to attract new audiences. WME also will represent Chess as its exclusive sales agency of record for global brand partnerships.
The enduringly popular, centuries-old game has always had its fans, but chess got an extra boost in the zeitgeist from Netflix series “The Queen’s Gambit,” released in 2020.
“Chess’s unique community, content and competition is a driving force behind chess’ increasing popularity,” Emanuel, Endeavor’s CEO, said in a prepared statement. “We are excited to help further expand their reach and bring more fans to the game via content development, brand partnerships, events, premium experiences, media rights and licensing opportunities.”
Chess, launched in 2005, is headed by co-founder and CEO Erik Allebest and chief chess officer Danny Rensch. The site says it hosts more than 10 million games daily for both professional and amateur chess players. Chess’s content also includes livestreaming of games, tournaments, industry news, tutorials and social forums. Overall, Chess has more than 150 million registered users.
“Chess is committed to serving our community and growing the game,” Allebest said. “This partnership and strategic investment from Endeavor will be a major catalyst in helping us create more amazing experiences for the hundreds of millions of chess players worldwide through unique collaborations, content and competitions.”
