Salesforce Checks Mate in Chess Federation Partnership
Salesforce has expanded its presence in global sports with a multi-year partnership with the International Chess Federation (FIDE), combining title sponsorship of its premier World Championship matches with an extensive technology deployment focused on artificial intelligence, data and fan engagement.
Under the agreement, Salesforce has become the title sponsor of the 2026 and 2028 FIDE World Championship Matches and the 2027 Women’s World Championship Match. The technology company has also become FIDE’s official AI partner for its World Championship and rankings, with the global rating system to be branded the Salesforce FIDE Rankings.
The partnership will see FIDE adopt Salesforce's Agentforce 360 platform across its operations and digital ecosystem. A key consumer-facing application will be a Chess Concierge Agent, allowing fans to access information on players, ratings, tournaments, rules and live events through a conversational interface across multiple languages.