The sport has always been cool in an intellectual, Big Bang Theory way. Brains and eccentricity are sexy. But the overall image of the sport was of an inaccessible, esoteric activity. Games would be played in staid halls, while the players seemed remote and unapproachable, too smart for the masses, too internalized due to the demands of their sport. Chess players were not always the choice brand ambassadors for consumer goods either. But now, Magnus Carlsen, the game’s current icon, is the face of G-Star RAW jeans and Mastercard, among others. Then there is social media, which has given chess players an avenue to reveal their personalities, which humanizes them in the eyes of followers.