Chess superstars Carlsen, Nakamura, and Gothamchess join Betby for chess masterclass at ice Barcelona
Summary
BETBY has announced a high-profile activation at ICE Barcelona 2026 that brings together Magnus Carlsen, Hikaru Nakamura and Levy Rozman (GothamChess) — the first time all three will appear publicly together in Europe. Carlsen, BETBY’s global brand ambassador and five-time World Champion, will appear alongside Nakamura, the world number two and five-time US Champion, and Rozman, the leading chess streamer with millions of followers.
The session is part of the second phase of BETBY’s “Leaders Choose Leaders” campaign and will take place at stand 5K20, Fira Barcelona Gran Via, at 12:00pm on Day 2 (20 January). The appearance includes a live press conference and exhibition matches, and is pitched at chess fans, industry delegates and partners as a major moment blending sport, streaming and digital entertainment.
Key Points
- BETBY will host Magnus Carlsen, Hikaru Nakamura and Levy Rozman together at ICE Barcelona 2026 — their first joint public European appearance.
- Magnus Carlsen serves as BETBY’s global brand ambassador; the event links to the “Leaders Choose Leaders” campaign.
- The activation is scheduled for 12:00pm on Day 2 (20 January) at stand 5K20 in Fira Barcelona Gran Via and includes a press conference plus exhibition matches.
- The gathering highlights chess’s mainstream momentum: streaming audiences, new competitive formats and inclusion in esports events such as the Esports World Cup.
- BETBY positions the activation as a cross‑sector marketing moment — targeting fans, event delegates and the wider gaming and entertainment industries.
Context and relevance
This event sits at the intersection of sport, streaming and commercial sponsorship. Chess has experienced a cultural revival driven by high-profile streamers and competitive innovation; pairing elite grandmasters with a major B2B sportsbook supplier underlines how the game now serves both entertainment and marketing purposes. For companies in gaming, esports, sponsorship and events, the activation is a useful case study in celebrity-led brand activations and audience crossover.
Why should I read this?
Short answer: because it’s a rare stunt that actually matters. If you care about chess, esports, streaming audiences or how big brands use celebrity talent to cut through at trade shows, this one’s worth a glance. We’ve skimmed the press release so you don’t have to — it’s a neat snapshot of where chess and commercial entertainment are heading.
Author style
Punchy: this is a landmark PR moment. If you work in gaming, sponsorship or events, the specifics (who, when, where, and how BETBY frames the moment) are worth noting — it signals the scale and seriousness of chess as a media and marketing vehicle.