Unibet, Kindred Group Plc’s flagship European sportsbook brand, has signed as a’ Global Brand Ambassador ‘ Chess Grandmaster Magnus Carlsen. To foster fair play and responsible gambling, Carlsen has joined the bookmaker’s roster of sporting figureheads.
Nicknamed the ‘Mozart of Chess,’ Carlsen, who became a Grandmaster at 13 years old, has reigned in all game formats over the past decade, with the Norwegian phenomenon being recognised among the legends of Garry Kasparov and Anatoly Karpov.
Unibet has previously worked with Carlsen, sponsoring title against American challenger Fabiano Caruana in the Norwegian’ 2018 FIDE World Championship ‘ series.
A nail-biting 51-hour play featuring 12 drawn ties will attract worldwide coverage of Carlsen vs Caruana, an event that the global chess community marketed as a tour de force with Unibet securing its’ most successful sports sponsorship.’
Kindred Group Chief Commercial Officer Rhodri Darch said: “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.
“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.”
In an attempt to widen its reach to the 600 million players and fans of chess around the world, Unibet is the only bookmaker providing in-play chess wagering including next move markets.
Carlsen remarked: “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.”