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SBD/11/Sponsorships Advertising Marketing
WORLD CHESS CHAMPIONSHIP OPENS IN NEW YORK
Published September 11, 1995
The Intel World Chess Championships, which begin today atop the World Trade Center, was featured in a front-page piece in yesterday's N.Y. TIMES. "Virtually everything about the championship match -- its dramatic setting; its sponsorship by a multinational giant ... its television coverage, its relatively cheap admission ($15) --is testimony to [World Champion Gary] Kasporav's desire to make the game more exciting, more democratic, more of a permanent fixture in sports and entertainment. And, perhaps most pertinently, more commercial." The match will be played under the guise of the "upstart" Professional Chess Association, which Kasporav helped form in '93 in "an angry split" from the International Chess Federation (Bruce Weber, N.Y. TIMES, 9/10). Peter Truell of the N.Y. TIMES looks at the "tussle" between IBM and Intel for title sponsorship of the event. Truell writes, "As chess becomes more commercial, its promoters are adopting the high-pressure tactics common to popular spectator sports." Intel's '95 sponsorship of the PCA was between $3-4M, with the bulk toward prize money and the "balance used to stage events." The event will also have widespread TV coverage on ESPN and Eurosport, the European Sports Network (N.Y. TIMES, 9/10).