Chess Grandmaster Magnus Carlsen Extends Partnership With Gambling SiteDeal Will Keep Carlsen As Brand Rep Through Upcoming World Championship |
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Kindred Group on Friday announced that it inked a two-year extension of its partnership with arguably the greatest chess player of all time.
The sports gambling operator re-upped with Magnus Carlsen, and he will continue to rep the Unibet brand. Kindred also extended its sponsorship of Offerspill, Norway’s largest chess club. Carlsen founded the club.
“We see great potential in engaging the best chess player of all time, and the world’s highest-ranked chess player, as a global ambassador,” says Nils Andén, Chief Commercial Officer, Kindred Group.
“Over the last two years, Offerspill made an impressive effort to lift Norwegian chess to a new level, especially during the pandemic. Such a boost requires funding, and we are proud to contribute, and at the same time promote our message of safety, sustainability and responsibility in entertainment-based gambling through the club,” Andén added.
In 2014, Unibet was the first gambling operator to introduce odds on chess, at the same time Carlsen defended his World Cup title for the first time.
Over the years, Kindred has also sponsored a number of international chess tournaments and major championships. Carlsen has been a Unibet ambassador since 2020, the same year Offerspill and Kindred Group signed a partnership.
The extension of the partnership comes as Carlsen has been public with his goal of becoming the first player in history to reach the 2,900 rating level.
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