Hou Yifan, the world’s strongest female chess player, is to be represented by World Chess, a commercial partner of FIDE. World Chess will work with Hou Yifan to attract brands which can benefit from Hou Yifan’s popularity and global appeal.
Hou Yifan, a chess prodigy from China, recently won a major chess tournament in Biel, Switzerland and successfully competed in the World Chess Grand Prix cycle, a first for any female player.
Nadia Panteleeva, partnerships director for World Chess, says: “Yifan can be an amazing ambassador for world’s top brands: One of the smartest people on the planet, an athlete who excelled in the field dominated by men, and a very nice person! We are extremely excited to work with Yifan and represent her with potential sponsorship deals”.
Hou Yifan says: World Chess has organized various top chess tournaments in recent years and made quite a huge achievement in bringing chess to commercial markets [and introducing] new concepts. The company invited me to join the partnership trying to explore the potential value of world elite chess players through the tournaments and sponsorships and I feel honored to be one of those few.
This effort represents World Chess’ plans to establish deeper connection with chess players and offer 360-degree solutions to brands which are interested in aligning with chess: along with marketing propositions brand will have access to top chess talent and will be able to attract brilliant athletes as ambassadors.
The Guardian writes about Yifan's recent win in a major tournament