'Rock and roll': The Magnus Carlsen influence in Norway

STAVANGER, NORWAY: We'll stick to a couple.

In a public park this week, Norway Chess hosted an open school chess tournament. Every kid carried hopes and a question: "Will Magnus be here?"

At the turn of last year as the World Blitz Championship was broadcast from New York during the peak holiday season of family time and fireworks, around one million Norwegians tuned in via national broadcast NRK. That's 20% of the country's population.

Hundreds of children, thousands of television viewers, one common thread: Magnus Carlsen.

"Magnus is the most famous person in Norway, perhaps in our history," Kjell Madland, founder of Norway Chess, said.

Norway's economic story traces back to the oil boom of the 1960s, a chapter brought to life in a local museum documentary exploring its benefits and costs. But just as oil sells, so does Carlsen.

He has helped transform chess from niche and nerdy to cool and mainstream among young Norwegians. He's brought sponsors, primetime television slots, and national pride—and has given every Norwegian the chance to call a chess icon their own.

Carlsen's impact goes far beyond the 64 squares. It captures the imagination of nearly 5.5 million people in a nation traditionally defined by winter sports.

"Even though Norway is a country that does well economically and athletically, having a personality like Magnus brings a special pride to Norwegians," said Sverre Krogh Sundbø, a TV2 sports presenter and former poker player who attended Carlsen's wedding in January.