Making Chess Glamorous, Exciting: The Guardian on Andrew Paulson
The Guardian report on Andrew Paulson who is gearing up to give chess a jazz new look makes an interesting read. Here is an excerpt.
Chess impresario hopes to bring back the Fischer v Spassky glory days
Suddenly, this chess enthusiast who admits to being a "patzer" – a player of no great ability – has become the game's potential king. "The characters in the chess world are fascinating," he says at Simpson's in the Strand, a famous chess coffee house in the 19th century and a possible venue for a new grand prix tournament to be staged in London next year. "When I first dove into the chess world, I felt incredibly comfortable with these people. It was like being back in college. These were passionate, eccentric, but deeply committed. They see themselves as the keepers of the holy grail."
Paulson, who ran publishing businesses in Russia and remains a director of an internet company based in Moscow, did not set out to become a major player in the chess world. He met Fide's controversial president, Kirsan Ilyumzhinov, by chance last September, and says he immediately realised chess had huge untapped commercial potential.
How did he convince Fide to let him take over marketing of the game? "Their fundamental error was that they were trying to get sponsors for [single] events. I said to them, 'No. If you give me all of the events connected to the world championship, I can reconceive this as a whole.' Then we're not selling an event, we're selling chess. We're selling chess as an idea, as a symbol, as a metaphor."
His company, Agon, is about to release the results of a YouGov poll on chess in the US which he says proves how extensive is the interest in the game. Fourteen per cent of adults play at least once a year; and the percentage is higher if you add the number of children playing regularly. Even more striking is the fact that two-thirds of American adults have played chess at some point in their lives.
Design group Pentagram is developing a new visual identity for the world championship, using the tagline "The best mind wins", and Paulson has commissioned a short film drawing on footage from the Fischer-Spassky match and from movies which have featured chess, notably From Russia with Love. He wants chess to be seen not as some nerdy pastime, but as central to the culture of both east and west.
Paulson claims he will shortly be unveiling long-term sponsorship deals with half a dozen companies in different sectors. They will provide the €6m (£4.8m) a year it will cost to finance the new biennial world championship series, which will incorporate grand prix events in leading cities, a world cup, a candidates tournament between the top eight players emerging from those earlier competitions, and then an extended title match between the challenger and the holder.
Paulson is allowed to choose one wildcard entry to the candidates tournament, and it is a testimony to the fact he intends to reintroduce some showmanship into chess that he has already sounded out Kasparov for what would be a sensational comeback. Kasparov, who will be 50 next year, has so far rejected the idea, but Paulson hopes he can be persuaded to change his mind.
As his play in exhibition matches shows, he remains a formidable opponent, and his return to competitive chess would generate widespread interest. "I see one of my goals as making chess a spectator sport," says Paulson. "You can make it interactive now. There are so many resources that can be brought to bear to make the watching of a chess event fun for individuals and for groups."
He also hopes to get chess back on television!
Also read Chess Blog post:Agon Appoints Pentagram to Reposition Chess for the World Stage! (Updated)
From Alexandra Kosteniuk's
Also see her personal blog at