Indian Grandmaster Gukesh Dommaraju's cataclysmic victory in the World Chess Championship final in Singapore is a watershed moment for chess in the country, with brand equity experts asserting that Indian and global brands will now make a beeline to cash in on his newfound fame.
At 18, Gukesh was crowned the youngest World Chess Champion on Thursday, when he defeated reigning champion Ding Liren, in a hard-fought, see-saw battle in the final classical game.
Taking forward the legacy of Viswanathan Anand, Gukesh became the second Indian to clinch the coveted title after Anand, who clinched this title five times in his storied career.
At present, Gukesh endorses RBL Bank. Going forward, brand experts believe Gukesh's triumph could elevate the value of chess, a sport seen as cerebral and niche.
Not surprisingly, from information technology, education technology apps, coaching classes, banks to fintech companies are joining the frenzy to sign the Chennai lad as the brand ambassador as they typically look to associate with names associated with intellect, poise, and international appeal.
This story is from the December 14, 2024 edition of Business Standard.
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This story is from the December 14, 2024 edition of Business Standard.
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