The recently formed Liverpool Chess Foundation has appointed local agency Kenyon Fraser to promote the European tournaments hosted by the city.
The foundation is targeting the ABC1 demographic because people in this group tend to travel more and have a high level of disposable income, said a spokesman.
‘We are communicating the message that chess can reinforce Liverpool's cultural and academic credentials,' he added.
In 2008 the foundation hopes to convene some of the world's best chess players for a tournament.
The body is sponsored by groups such as The Liverpool Culture Company and The Merseyside Partnership.