Big money for less mainstream sports. How Superbet is reshaping the sports landscape

Chess as Superbet’s universal language

Superbet has consistently strengthened its position in the chess world over recent years. Since 2022, it has been a sponsor of the Grand Chess Tour, organizing top-tier events in Warsaw (Superbet Rapid & Blitz Poland) and Bucharest (Superbet Chess Classic). These tournaments attract the biggest names in chess, including Magnus Carlsen, Jan-Krzysztof Duda, and Wesley So, as well as legendary Grandmaster Garry Kasparov, who serves as a global ambassador of the series.

In an interview with iGamingExpress, Augusta Dragic, President of the Superbet Foundation and Co-Founder of Superbet, emphasized that the company’s involvement in chess goes far beyond brand visibility:

“Chess has always been at the core of our support—and it all started with the passion that my husband, the co-founder of Superbet had for the game. He played a lot of chess growing up, and the strategic thinking, patience, and discipline it taught him played a vital role in shaping the business we’ve built together today.

At the Superbet Foundation, we focus on three core pillars: health, education, and sports—because we believe these are essential to the wellbeing and progress of the communities we serve. In sports, we support a wide range of grassroots disciplines, from volleyball and karate to kayaking. But we’ve always felt that chess—often underestimated—deserves far greater recognition.

Chess may not draw stadium crowds like football, but the skills it builds are profound. That’s why a significant portion of our sports funding supports it. We see investing in chess as investing in the future workforce. It develops strategic thinking, decision-making, and resilience—skills that are crucial in business, finance, and public leadership. Beyond that, chess is a universal language. It transcends age, background, and borders, promoting inclusion, equality, and lifelong learning.”

Brand image and business impact

Through its presence in the Grand Chess Tour, Superbet has strengthened both its global visibility and its reputation as a responsible, forward-thinking brand. For Augusta Dragic, the chess tournaments held in Warsaw, Bucharest, Zagreb, and – as of this year – Brazil, have an impact that extends well beyond sport.

“From a brand image perspective, it has positioned Superbet as a company that values intelligence, strategic thinking, and inclusivity—qualities that resonate with a broad, global audience beyond traditional sports betting. It has helped us build credibility not only in the world of chess but also across the broader landscape of socially responsible, forward-thinking businesses.

The Grand Chess Tour is one of the world’s most prestigious chess tournaments, and it has been an honor to partner with Grandmaster Garry Kasparov and his team over the past few years. Through this collaboration, we’ve helped bring together the brightest minds in chess to the countries hosting the tournaments—Romania, Poland, and Croatia—and, as of this year, to Brazil, where the Grand Finals will take place, inspiring a new generation of players and fans.

From a business standpoint, our association with such a high-level, globally recognized event has enhanced our visibility and reputation in key markets, supporting our international expansion strategy. It has also enabled the Superbet Foundation to build stronger ties with communities by reinforcing our commitment to education and inclusion through sport.”

Chess as part of long-term strategy

Although Superbet’s involvement in chess began with personal passion, it has now become a cornerstone of the company’s long-term strategy. Augusta Dragic highlights that this commitment will only continue to grow:

“Absolutely. Chess will continue to play a central role in our long-term strategy. What began as a passion project has evolved into a strategic commitment—reflecting our belief in the power of sport to shape minds and societies.

We’re already working closely with the Romanian Chess Federation, which celebrates its 100th anniversary this year. They’re planning a wide range of events for 2025, from the European Senior Championships to the national junior championships, and we’re proud to support them across all their activities. Over the past few years, the Superbet Foundation has consistently supported not only Romania’s top players but also international talent—ensuring they have the resources to compete at the highest levels, while also investing in youth through training programs, scholarships, and elite coaching.

From a brand strategy perspective, chess plays a key role in setting Superbet apart. It aligns with our values of strategic thinking, resilience, and fairness—and positions us not just as a supporter of sport, but as a catalyst for long-term social impact. So yes, our journey in chess is far from over—in many ways, it’s only just beginning.”

Darts in Poland gains momentum

Although darts is not among the most commonly sponsored sports in Poland, Superbet has helped elevate its profile significantly. Since 2023, the company has been the title sponsor of the Superbet Poland Darts Masters, part of the PDC World Series of Darts. Tournaments in Gliwice and Warsaw have attracted global stars such as Michael van Gerwen, Luke Littler, and Luke Humphries, as well as Poland’s Krzysztof Ratajski. The next edition is scheduled for July 2025 in Gliwice.

According to Katarzyna Gawlik, Marketing Director at Superbet Poland:

“These events are much more than just another item on our sponsorship calendar. Superbet Poland Darts Masters and Superbet Rapid & Blitz are clear signals that we look at sport holistically – not only through the lens of the biggest arenas and most popular disciplines, but also with an eye for passion, community engagement, and emotional potential.

By supporting initiatives such as the largest darts tournament in Poland and the most prestigious chess event, we are strengthening our local market position – especially among darts and chess fans – and also reaching new customer groups who may not have previously engaged with sports betting, but appreciate our involvement and authentic presence in their favorite disciplines. Our open, committed, and creative approach to these “non-standard” sports also brings benefits in building new business relationships. These events are a great platform for networking and breaking stereotypes sometimes associated with our industry.

With Superbet Rapid & Blitz, we also aim to act socially – each edition is a chance for us to do something good for the local community. During the last tournament, we donated all ticket revenue to the Polish Paralympians Foundation to support sports development for people with disabilities.”

Audience response and business results

Katarzyna Gawlik also highlights how the growing interest in darts and chess is reshaping both perception and performance:

“The audience response exceeded our expectations. Every year we see packed stands – both at the chess tournament and the darts championship – even though these are two very different sports. We see great enthusiasm and get lots of questions about future events. This proves that darts and chess in Poland have strong foundations, loyal fans, and growing reach – and we are glad to contribute to that.

As I mentioned earlier, our presence in these disciplines has had a very positive impact on how our brand is perceived. People see Superbet as one of the few sponsors that actively supports their beloved sports instead of just capitalizing on their popularity. When entering new disciplines and communities, we want to understand them well, maintain authenticity in our messaging, and communicate effectively with participants and fans. We’re lucky to have a real darts enthusiast on our team whose knowledge and passion for the sport have been a huge asset in organizing this event – shout-out to Paweł Kozioł, who has successfully led the project for the third year running.

As for business results – of course, betting on chess or darts doesn’t generate the same scale as football, tennis, basketball, volleyball, or speedway. But we’re seeing very satisfying results nonetheless. Darts in particular has great promotional and content potential, which translates well into player engagement.”

Strategy rooted in passion and responsibility

For Superbet, supporting less obvious sports like chess and darts is not a short-term experiment – it’s part of a long-term, intentional strategy. The company plans to further develop its flagship projects while staying open to new initiatives.

Katarzyna Gawlik emphasizes:

“We definitely plan to continue and develop our current projects – Superbet Rapid & Blitz and Superbet Poland Darts Masters are flagship events that we intend to nurture. At the same time, we’re open to new initiatives and not afraid to experiment. We’re constantly exploring new directions. The success of our chess and darts events confirmed that it’s worth taking a risk and investing in less obvious disciplines and formats.

We’ve got a great team of superspecialists – true experts with an excellent feel for the context and audience of each event. We prepare thoroughly for every collaboration, listen to our partners, care about authenticity, and respect the uniqueness of each discipline. That’s probably part of the recipe for success.”

As Bartosz Malaka, Head of Marketing & Sponsoring at Superbet Poland, adds:

“Our goal is to be a brand that evokes positive emotions, trust, and respect. We choose disciplines like darts and chess because we believe in their potential and the values they represent – passion, growth, healthy competition. We also never forget what matters most to audiences: having a good time.

This is part of our long-term strategy to build a brand rooted in authenticity, not just temporary buzz. We’re also aware of the responsibility that comes with choosing who and what to sponsor – and the consequences that can arise from promoting aggression or artificially generated conflict. We are proud to invest in what builds, educates, and inspires. Or simply brings a smile. It may be a more demanding path – but that’s exactly what gives it real value.”

This approach clearly shows that for Superbet, sponsorship is more than a marketing tool. It’s a long-term investment in sport, community, and the values that go with them. Both chess and darts are becoming much more than niche pastimes – they are turning into platforms where betting companies can foster relationships, inspire, and support the culture of sport. In Superbet’s case, this is no longer just strategy – it’s a brand signature.