15 March 2018

Berlin Candidates - Organizer

In my previous post I discovered so much about the Berlin Candidates - Venue, that I decided to use the same technique again. In a nutshell, that means using a search on images to create a composite image, then following the links for individual images wherever they lead. This time I decided to look at the main site of the official organizer, Worldchess.com.


Google image search on 'site:worldchess.com' for 'Past month'

It's striking that all images are in black and white, except the color photo in the bottom row (C2), where Judit Polgar is talking to Magnus Carlsen at the 2016 Carlsen - Karjakin World Championship match. The photo is from Making Chess Broadcasting Dramatic (worldchess.com, as are most of the other links used here). I discussed that page last week on my World Chess Championship blog (see Berlin Candidates - Resources) There my focus was the 'stickers', which are also visible in abundance in the composite image above: A3, B5, C4, C5.

Of the other images, many -- A4, B3, C1, C3 -- are from Official Digital Chess Set Released (in Beta):-

In 2014, Pentagram has developed for World Chess the official chess set, a beautiful rendition of the classic Staunton that had become the official chess set of the World Chess Championship cycle (a limited edition of 500 sets is produced for each Championship by hand in India). But 99% of chess is played online, and with the update of the official World Chess chesscasting service (to be released soon), we have been developing the official digital set, which will be used in official chesscasting.

The other images shown above are for index pages like News - World Chess and Latest News - World Chess, which lead to individual news stories. Both pages link to the same stories, but use a different format for the index. One story that is not represented in the composite image, but shows up on the news index pages, is Branding the Headquarters of Chess in Berlin: Smart or Sexy.

All eyes in the chess world are on Kuhlhaus Berlin, the venue for the World Chess Candidates Tournament, the qualifier for the Championship Match. The loft-style building near the Potsdamer Platz in German capital, a former ice factory, has been fitted inside and set-up as a five-story chess stadium. World Chess, the organizer of the Tournament, decided to brand the building itself to market chess and to give spectators and the media a clear positioning of the venue and the event and the sport.

This relates to my 'Berlin Candidates - Venue' post, where I picked up the slogan displayed on the side of the K├╝hlhaus:-

Entering this building might substantially increase your IQ. Chess does that to humans.

It turns out that this slogan is just one of many considered for the event, including a 'selfie-magnet'. One recurring feature about all of the above is the heavy-handed emphasis on marketing, branding, and selling (e.g. that weird logo again in B2 and B4, 'Online Sponsorship Store is Open'). Other than a table summarizing round-by-round progress, there is no news on Worldchess.com about the progress of the Candidates tournament itself.

News and photos about the event can be found on the FIDE site in stories like 2018 FIDE World Chess Candidates Tournament Started Today (fide.com; 10 March 2018). That page links back to the site we've been looking at, worldchess.com/berlin, where we are told,

After the 2016 Championship Match in New York chess has been steadily moving from being an elitist game towards a becoming a [sic] global spectator sport. With an increased worldwide coverage, stunning locations, digital broadcasting, superstar players and high profile guests, chess is now enjoying one of the most exciting times in its history. The intriguing tournament in Berlin is expected to be yet another breakout for big chess.

That's brilliant marketing: insult the current fans of the game by calling them 'elitist', then promise 'high profile guests'. Agon/Worldchess, I'm guessing that your days are numbered. In related news, World Chess announces London as its new global HQ (February 2018):-

World Chess, the commercial rights holder and promoter of the World Chess Championship, will follow its incorporation as a UK-registered company last December by establishing a new worldwide headquarters in London this year.

The announcement included a statement about UBS in Geneva having closed FIDE bank accounts.

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