Chess legend Magnus Carlsen appears as Betby global brand ambassador at ICE Barcelona
Chess legend and Betby global brand ambassador Magnus Carlsen made for a high-profile presence on the opening day of ICE Barcelona 2025, holding a press conference to offer an exclusive look into his recently announced long-term partnership with the sportsbook solutions provider.
The press conference was attended by a gathering of media representatives, industry experts and numerous chess fans eager to learn more about the collaboration.
Carlsen, a five-time World Chess Champion widely regarded as the greatest player in history, shared insights into his role as the face of Betby’s ‘Make Your Move’ campaign and reflected on the synergies between his strategic prowess and Betby’s approach to redefining the sports betting experience.
“Betby is a young and innovative company; it’s exciting and really fun to be part of the journey that the company is on,” he said. “It’s been a fun process. We first came in contact about a year ago, and from the start, my father and I have been able to learn a lot about Betby. It has been very interesting to know how sportsbook technology is developed and how you can use AI to build an innovative new experience. Hopefully, I can continue to be part of the journey that the company is on because it’s been a very exciting last couple of months.”
Chris Nikolopoulos, Betby’s Chief Commercial Officer, said, “Magnus epitomizes mastery in what he does, and we also do that as a brand. We share a lot of the same qualities and values. We want to do something different, and instead of working with a retired player from a mainstream sport, we wanted to showcase that we as a company can break the norm and make something different.
“Magnus is a World Champion in a super intellectual sport, and there was no better person to help us do that. For us, it was a natural choice, and we are very happy with it. We are looking forward to exploring the full potential of it and for this partnership to continue in the coming years. It’s amazing to have Magnus on board.”
Before the press conference, Carlsen participated in a meet-and-greet session at Betby’s stand, where attendees had the chance to interact with the chess GOAT and even challenge him to a quick chess match.
Betby is this week introducing an industry-first AI-based feed and showcasing its innovative sportsbook solution at stand 5J18.
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