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Cool' & popular: How chess became a content machine
The Morning Standard
|June 06, 2025
A couple of days ago, Paris St. Germain (PSG) tweeted a photo of D Gukesh, a very rare crossover between the world champion and an elite football club, to their 5.2 mn followers.
A couple of days ago, Paris St. Germain (PSG) tweeted a photo of D Gukesh, a very rare crossover between the world champion and an elite football club, to their 5.2 mn followers. It was a reaction of the Indian teen immediately after Magnus Carlsen had resigned during their Norway Chess encounter. The French club had tweeted Gukesh's expression with the caption: "What it felt like winning our first UCL." At the time of writing, it had 427 replies, 7.3k reposts, 141k likes and 2.8mn engagements.
A week or so before that, Carlsen, after he beat Gukesh on the opening day of Norway Chess, shared a quote from The Wire, the hit US TV series, on his own X account. "You come at the King," it said, "you best not miss." At the time of writing, it had 1.1k replies, 1.5k reposts, 9.9k likes and 1.6mn engagements.
This story is from the June 06, 2025 edition of The Morning Standard.
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