International Chess Federation
Monday, 15 May 2023 09:57
Global Chess League inks distribution pact with Protocol Sports Marketing

Global Chess League (GCL), a joint venture between Tech Mahindra and FIDE, and key partner Viswanathan Anand (a five-time world chess champion), proudly announces a worldwide distribution deal with Protocol Sports Marketing as the exclusive media rights distributor for GCL. This strategic alliance with Protocol will bring world-class media rights expertise to the innovative new chess league.

With over 600,000,000 adult chess players around the world, GCL aims to modernize chess into a thrilling live sports experience with an innovative production plan leveraging next-generation technologies and league format, which will see six joint male-female teams competing in a double round-robin tournament to advance as one of the top two teams to the Global Chess League Finals. Protocol Sports Marketing's extensive network and proven track record in successfully promoting and distributing media rights for both established and emerging sports properties will bolster GCL's efforts to revolutionize the chess landscape.

The inaugural edition of the Global Chess League is set to take place in Dubai, kicking off on June 21, 2023, and running through July 2. The event will feature ten matches for each franchise team, franchises will be led by legendary icons of the sport, while featuring young and exciting fast-rising stars. A final showdown between the top two teams will crown the first-ever Global Chess League Champions. Chess enthusiasts and sports fans worldwide can anticipate a captivating new team format and production inspired by the biggest sports leagues in the world.

With Protocol's support, the Global Chess League can expect enhanced visibility, broader audience reach, and accelerated growth as it seeks to capture the attention of fans worldwide and establish a strong global broadcast footprint. The distribution deal will ensure that GCL's live broadcast catalogue is licensed and broadcast by major sports broadcasters and platforms worldwide, further amplifying the league's impact on the world of chess.

Jagdish Mitra, Chairperson of the Global Chess League Board, commented, "We are committed to making GCL accessible to sports fans worldwide, and our partnership with Protocol Sports Marketing is a crucial step in establishing a robust broadcast footprint. With their expertise and vast network, which includes collaboration with prestigious sports rights holders such as Matchroom, Beach Soccer Worldwide, Triton Poker, Golden Boy Promotions, Top Rank, and more, we are confident that GCL will reach new heights, captivating audiences and revolutionizing the way people experience chess."

The FIDE President, Arkady Dvorkovich, expressed his enthusiasm for the collaboration: "We are thrilled to work with Protocol Sports Marketing, a company with a stellar reputation for promoting unique sports properties. Together with Tech Mahindra's technological prowess and Viswanathan Anand's invaluable partnership, we are confident that this alliance will elevate the profile of chess and captivate fans with an exciting new format."

Lowell Conn, President of Protocol Sports Marketing, added, "The Global Chess League is a visionary project, and we are honoured to play a role in its international distribution. We look forward to working closely with Tech Mahindra, FIDE, Viswanathan Anand, and GCL to contribute to the growth and popularization of this innovative league."


Protocol Sports Marketing Ltd. ( is the global rights distributor, sponsorship agency and sports marketing agent that specializes in developing new and meaningful opportunities for rights holders and sports federations who sanction and/or produce live sports events and sports-related content.  The company avoids the big box bubble approach to distribution, preferring instead to provide broadcasters, streaming platforms and rights holders with a personalized approach that prioritizes organic and sustainable exponential growth.


For more information, please contact Rebecca Amorim at or +1-416-449-9400 ext. 247.