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Center for Research in Sports Administration

How Magnus Carlsen markets his chess success

Helmut Dietl wrote a new column on Magnus Carlsen and how the world champion markets his success.

World chess champion Magnus Carlsen is a genius of self-promotion and marketing. His company Play Magnus is listed on the stock exchange. Should he be able to defend his world championship title, his marketing empire will become even more lucrative. Read more below (in German):