What FIDE World Cup 2025 in Goa Reveals About India's Growing Presence in Chess

When Myntra put Viswanathan Anand and Gukesh Dommaraju together for its FWD campaign, something shifted: chess was starting to take the front seat in India’s sporting culture.But why is everyone suddenly talking about chess, and how did a game once tucked away in local clubs explode into a national phenomenon? 

In just two decades, the country has evolved from a few elite players to a powerhouse of grandmasters, academies, and digital fandoms. Now, with the FIDE World Cup set to return after over two decades, this time in Goa, brands, fans, and young stars all face unprecedented opportunities. The rise of Indian chess is all about showcasing how the subcontinent has now built the world’s most vibrant ecosystem for intellectual sport. 

This blog explores how India’s new champions and digital audiences are changing the game, what the FIDE World Cup 2025 reveals about intellectual sports, and how brands can capitalize on this cultural movement. 

Fandom Redefined: Mainstream Audiences, Talent, and Wins 

Chess fandom, once niche, has gone mainstream thanks to the Global Chess League (GCL) and digital platforms. When JioCinema streamed GCL Season 2, chess entered every home and smartphone. Powered by Tech Mahindra, GCL introduced franchise drama, AR overlays, influencer breakdowns, and all the elements that make modern sports entertainment compelling. 

Tier 2 and 3 cities joined the same watch parties as urban fans; chess became not just a game but a nationwide experience. This OTT-powered movement is converting new viewers into lifelong fans, creating a marketing channel for brands looking to reach a fresh, engaged audience. GCL has done for chess what the IPL did for cricket, built a participative economy around it.  

Add to this the rise of India’s new generation of chess champions, and you have a success story on your hands.  

Gukesh Dommaraju's World Champion triumph shifted perceptions, making chess both inspiring and accessible. Praggnanandhaa's battles with world elites and the impressive sweep of both Olympiad categories showed Indian teams now set the pace for the sport's future. But the chess boom goes deeper than medals. 

Divya Deshmukh impressed fans in Georgia, pushing experienced rivals in tight battles, but unfortunately lost in the World Cup early. A young, engaged fanbase follows this, and every subsequent twist, from viral memes to community watch parties, turning chess from a solitary game to a shared experience. 

On the fan side, interest is surging. Chess clubs are bustling, school competitions draw record entries, and memes and highlight reels are everywhere. The game's growth story has adopted tones of sporting excellence, community, participation, and stories people want to be part of. The chess market is now valued at USD 64.89 million (2024), growing at 7.8% CAGR, outpacing global growth by a wide margin.  

FIDE World Cup 2025, Goa's Stage, Culture, and Meaning 

Goa's hosting of the FIDE World Cup 2025, running October 31 to November 27, sets a new standard for India's global sporting ambitions. Against the backdrop of beaches, colonial architecture, and festival energy, 206 elite players from 82 nations compete for a USD 2 million purse. 

The official anthem "It's Your Move," voiced by Daler Mehndi and featuring PM Modi and top grandmasters, ties tradition to contemporary energy. Chess here isn't just another sport; it's a celebration, blending old-world heritage and new-world spectacle. Goa proves that chess can unite India's past, present, and future, on the board and beyond. 

Why Brands Can't Afford to Miss This Moment 

Chess’s creative and commercial renaissance has made it a magnet for brands looking to build meaningful, trust-led engagement. From lighthearted memes to immersive sponsorships, brands are experimenting with formats that align intellect, culture, and emotion. Here’s how some have already set benchmarks that others can learn from: 

Google, Tradition Meets Tech 

Google sponsored the World Chess Championship 2024, it didn’t just place a logo—it built smart integrations using Search and AI. Fans could explore live move insights powered by AI and ask voice queries like “Who’s leading the World Chess Championship?” in real time. By merging centuries-old strategy with real-world tech curiosity, Google amplified both the event’s legacy and its own ethos of intelligent innovation. 

Key Takeaway: Technology can breathe new life into traditional sports and make them culturally relevant. 

Swiggy Instamart, Timely Content 

Swiggy's Gukesh win meme ("Ek tha raja, ek thi rani, Gukesh aya, khatam kahani") demonstrated that the right, timely creative can generate viral recall, and tie emotions to brand identity. The brand’s ability to tune into cultural moments within hours of a win showcased real-time marketing at its sharpest. Beyond engagement, it embedded Swiggy’s identity as a relatable, playful voice in the chess conversation. 

Key Takeaway: Fast, culture-smart storytelling wins lasting fan attention. 

Akshaykalpa, Authentic Athlete Sponsorship 

Akshaykalpa’s association with Nihal Sarin goes beyond endorsements—it funds his training, mentors, and travel. This athlete-first model built trust not through branding but through belief. Families aware of Akshaykalpa’s farmer-led origins now connect its values of purity and patience to chess’s discipline and long-term focus. 

Key Takeaway: Unscripted, sustained sponsorship deepens emotional connection and trust. 

Tech Mahindra's GCL, Event-as-Platform 

With the Global Chess League, Tech Mahindra turned chess into a broadcast spectacle, complete with team narratives and AR-enabled replays. The brand didn’t just promote the event; it created a global entertainment property aligning with its digital-first identity. Chess now wasn’t passive viewership—it became fandom built on storytelling and shared experience. 

Key Takeaway: Innovative event formats are magnets for engagement and brand stories. 

India's FIDE World Cup 2025 in Goa marks a generational shift. Grandmasters are becoming culture-makers, families are gathering around chess broadcasts, and the Indian chess wave is rolling across continents. For brands seeking high-trust engagement with audiences that value discipline, intellect, and ambition, the opportunities have never been better. The most impactful sponsorships are made at the rise of a movement, not after. 

Zupotsu is a martech platform built to "digitize sports marketing". We enable discovery, engagement, and evaluation for every sports and esports marketing asset—chess included. Will your brand be a spectator or a contender when India's chess legacy is written? Sign up at www.zupotsu.com | Follow us on LinkedIn and Instagram | Contact: marketing@zupotsu.com