Gukesh D – Rise of a new star on India’s brand sponsorship horizon

Gukesh D, at just 18 years old, shattered records by becoming the youngest-ever World Chess Champion, a feat that has reverberated across the globe. This unprecedented triumph for the Chennai-born chess prodigy has not only captivated India, but also injected a surge of energy into the international chess scene. Gukesh’s extraordinary talent and unwavering dedication have propelled him to the pinnacle of the sport, showcasing the remarkable depth of chess talent emerging from India and inspiring a new generation of players to pursue their dreams on the chessboard.

Gukesh’s historic win has profound implications for the future of chess in India. It is expected to significantly boost sponsorship opportunities for Indian chess players, attracting greater corporate interest and investment. This increased financial support will be crucial in nurturing young talent, providing them with access to better training facilities, and enabling them to compete at the highest levels internationally. Furthermore, Gukesh’s success is likely to elevate chess to a more prominent position within the Indian sporting landscape, leading to increased government support and greater public recognition for the sport.

⁠How will Gukesh’s victory influence the perception of chess in India?

Suhail Chandhok, CEO, U Mumba, remarked, “I think this is an incredible win for Gukesh. It’s an incredible win for Indian chess. The youngest ever world chess champion coming from India again now is quite the occasion. I think chess has already been on the rise, though, and I think this has been a long time coming. We’ve seen more and more grandmasters emerge over the last four to five years, both in men’s and women’s chess. So, I think this will only continue to see that trend move up. Chess is in a very healthy place in India at the moment.”

Shankar Aggarwal, President, Skillhub Online Games Federation, said, “Gukesh’s victory highlights the immense potential of Indian chess players and brings the sport into the limelight. It’s a moment that will shift the perception of chess from being seen as a niche activity to being recognized as a competitive and intellectual sport. At SOGF, we are committed to firmly establishing chess as a recognized mind sport in India. This includes building reach and acceptance among the academic fraternity, as chess is not just a game but a means of enhancing cognitive skills and decision-making abilities in children. Several countries have already introduced chess as a subject in schools, and this is a direction India should consider as well.”

Sreekar Channapragada, Co-Founder, MGD1, noted, “Gukesh’s historic victory is a defining moment for Indian chess. It reinforces the idea that India is not just a participant in global chess but a dominant force. His achievement will inspire countless young players across the country, shifting the perception of chess from a niche intellectual pursuit to a mainstream competitive sport. It’s a testament to the immense talent India has and the potential we hold as a chess superpower.”

Punit Balan, Chairman and Managing Director, Punit Balan Group, owner of the Alaskan Knights in the Global Chess League, said, “Gukesh’s victory has put a spotlight on chess as a competitive sport in India. It shows that young players can compete and win on the global stage. This will inspire more people to take up chess and view it as a viable career option, while also increasing interest in the game at schools and grassroots levels.”

The sports sponsorship landscape

Suhail Chandhok felt that this win will see a huge positive impact for Gukesh in terms of brand sponsorships. He added, “I’m not sure how it will impact overall chess tournaments or leagues, as we’ve seen that chess is still looked at from a personal basis and a personal capacity. So, sponsors tend to go towards a player rather than a league or a tournament. But I think it will massively impact Gukesh in a positive manner, and it should. This is a huge feat, one of the most memorable feats in the history of Indian chess. And I think he deserves every, every minute in the sun and every new sponsorship deal that comes his way.”

According to Shankar Aggarwal, “Gukesh’s success underscores the growing potential of chess as a sponsorship-worthy sport. It demonstrates that Indian chess players can bring international acclaim, offering brands a unique platform to connect with audiences. SOGF is focused on creating opportunities for young chess players by providing them with structured support and visibility. With more success stories like Gukesh, we anticipate an increase in sponsorships for players across all levels, enabling them to train better and compete on global platforms.”

Sreekar Channapragada added here, “Gukesh’s success is a game-changer for the sponsorship ecosystem in Indian chess. It has demonstrated the global potential of Indian players, making the sport a lucrative opportunity for sponsors. We anticipate a surge in corporate interest, not just for established players but also for budding talents, which will help create a more sustainable and supportive environment for chess in India. Companies are now realizing the value in associating with a sport that represents strategy, intellect, and perseverance.”

Punit Balan noted, “Gukesh’s success has proven that Indian chess players can bring global recognition to brands that support them. This will encourage more sponsors to look at chess as an avenue for investment. His journey can also set a precedent for corporate organizations to back emerging talent, ensuring other players have the resources to reach similar heights.”

The Chess advantage for India

Suhail Chandhok believed that India can capitalize on Gukesh’s victory by using it to promote chess both domestically and internationally. “By leveraging media coverage, and social media, we can reach younger audiences and expand the sport’s popularity. Hosting international tournaments in India, alongside boosting grassroots development through school programs and chess academies, will nurture future talent. Corporate sponsorships and collaborations with brands can provide financial support to players, ensuring sustainable growth. India’s growing chess presence can be further solidified by positioning it as a hub for global chess events, attracting international attention and investment while inspiring the next generation of champions,” he added.

Shankar Aggarwal emphasized, “India can leverage Gukesh’s victory by introducing programs to nurture young talent, such as grassroots initiatives and competitive leagues, while also hosting international chess tournaments. At SOGF, we are working to build recognition of chess as a critical mind sport that develops cognitive abilities in children. By advocating for chess to be integrated into school curriculums, similar to countries where it is taught as a subject, we can build a strong pipeline of talent and make India a leader in the global chess community.”

Sreekar Channapragada added here, “India has a golden opportunity to build on Gukesh’s victory by investing in grassroots programs, hosting more international tournaments, and strengthening the ecosystem for chess education. Initiatives like the Chennai Grand Masters demonstrate India’s ability to host world-class events and can be expanded to attract global talent. Additionally, integrating chess into education and promoting it as a tool for cognitive development can enhance its appeal internationally, while showcasing India’s leadership in the chess world.”

Punit Balan said, “India can build on Gukesh’s achievement by investing in infrastructure for chess, such as hosting international tournaments, setting up training academies, and introducing structured programs to identify and support young talent. Promoting stories like Gukesh’s globally can also help establish India’s position as a key player in the chess world.”

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