SBC News understands that BETBY is planning an ambitious activation at ICE in January featuring its high profile global brand ambassador Magnus Carlsen alongside other global elite chess talent and digital creators.

Marketing material viewed by SBC News indicates that BETBY’s recent partnership with Magnus Carlsen may soon expand into a broader chess-centric initiative featuring renowned chess player Hikaru Nakamura and prolific chess influencer GothamChess.

The sportsbook supplier — fresh off the launch of the second phase of its global campaign with Magnus Carlsen, “Leaders Choose Leaders” — is planning to bring the trio to ICE Barcelona in January, marking the first time all three will appear together in Europe.

It is SBC News’ understanding that the activation is being positioned internally as a “once-in-a-lifetime moment” for chess aficionados, not only combining the world champion, the world number two and the world’s most influential chess content creator under one roof at one of the industry’s major events.

When approached for further information, BETBY’s Marketing Director Pierre Pulis indicated that currently all marketing efforts are focused on the first expo for 2026, but he could not confirm details about the activation which remain tightly under wraps.

A strategic shift and a sign of BETBY’s growing ambitions

The move follows BETBY’s recent rollout of its “Leaders Choose Leaders” campaign, the second phase of its global collaboration with Carlsen.

During the past months, the sportsbook supplier has shown its intent to not only deepen its association with Carlsen, but to have a deeper interest in the wider chess ecosystem, a space that has exploded in popularity thanks to new digital formats, record online viewership and its recent inclusion in the Esports World Cup, which Carlsen won.

BETBY’s rising marketing profile

The development also signals the continuation of BETBY’s shift towards larger-scale, brand-centric storytelling, a direction accelerated by Carlsen’s appointment as global ambassador in late 2024.

The company’s marketing strategy has increasingly leaned into chess as a metaphor for precision, foresight and leadership, with the latest campaign reinforcing this approach.