CHESS geeks have clinched a mega deal with UFC and WWE bosses to grow the game.
Interest has been booming since the release of Netflix drama series The Queen's Gambit in 2020.
In a bid to become as big as the Premier League, website chess.com has joined entertainment agency WME.
WME is part of Endeavor, owner of World Wrestling Entertainment and the Ultimate Fighting Championship.
Chess.com plans to make Drive To Survive-style streaming documentaries to grapple with the issue of making the game sexier.
And they want to make the board game explode across fashion, film, food, music, TV, and theatre.
Ariel Emanuel, CEO of Endeavor, said: "Chess.&nbsp;com's unique community, content, and competition is a driving force behind chess' increasing popularity.
"We are excited to help further expand their reach and bring more fans to the game via content development, brand partnerships, events, premium experiences, media rights and licensing opportunities."
Chess.com CEO Erik Allebest said: "This partnership will be a major catalyst in helping us create more amazing experiences for the hundreds of millions of chess players worldwide."

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{{magzter}} is the World's largest and fastest growing self-service, cross-platform digital newsstand with over 87 million users since its inception in 2011 and thousands of magazines and newspapers across 40+ categories and 60+ languages. Headquartered in New York, Magzter has its local presence in Amsterdam, London, Mexico City, Chennai, Mumbai, New Delhi, Bengaluru, Singapore, and will soon be expanding to other countries. Founded by global entrepreneurs, Girish Ramdas and Vijay Radhakrishnan in June 2011, Magzter enables magazine and newspaper publishers around the world to create and deliver digital editions of their titles to global consumers.