Masterclass on Marketing and the Chess Player’s Personal Brand

Masterclass on “Marketing and the Chess Player’s Personal Brand” successfully held

On September 20, the International School Chess Federation hosted the first masterclass of the series, dedicated to “Marketing and the Chess Player’s Personal Brand.”

The session featured two distinguished speakers:

• Ben Johnson — Creator and Host of the Perpetual Chess Podcast, with more than 5 million downloads across 100+ countries.

• Danil Li — Chess TikTok Creator and Ambassador of the Kazakhstan Chess Federation, with an audience of over 380,000 followers and millions of views.

Participants gained valuable insights into how chess passion can be transformed into a career and a recognizable brand. Ben Johnson shared his journey of turning a hobby into a profession through Patreon, global partnerships, and publishing. Danil Li spoke about the role of social media and short, viral content in inspiring younger audiences and bringing chess into the spotlight for a new generation.

The interactive workshop provided players with practical tools to grow their audience, build their personal brand, and unlock real opportunities through media and content.
This masterclass marks the beginning of a series of educational events by the International School Chess Federation, designed to empower chess players worldwide with knowledge beyond the board.