When Jaguar TCS Racing was looking for someone to help launch their new campaign ahead of Season 12 of the all-electric Formula E Championship, they turned to renowned streamer, content creator, and WFM Anna Cramling.
“In chess, every piece has a purpose. Every move, consequences. Precision over impulse. Silence over spectacle. You don’t win by reacting. You win by knowing what’s coming. Five moves ahead. Ten, until the board bends to your will,” the 23-year-old says in a cinematic video released last week as part of Jaguar’s new season launch.
The clip sets the tone for a campaign built around one central idea: different arenas, same truth—strategy decides fate. Jaguar welcomed the Swede publicly on X with a short message.
Different arenas, same truth: strategy decides fate.
Welcome to our world, @AnnaCramling ⚡️ pic.twitter.com/gb1x6oRs56
— Jaguar TCS Racing (@JaguarRacing) November 26, 2025
As the daughter of two legendary GMs, Pia Cramling and Juan Manuel Bellon, Anna has become a global ambassador for the game and one of the most recognizable faces among younger fans discovering chess through her social media platforms, where she boasts more than three million followers.
Asked by Chess.com what made Jaguar partner with the Swedish star, they said: “Anna is a leading voice in the chess community and hugely respected, with a significant social media presence to showcase our collaboration.”
Anna is a leading voice in the chess community and hugely respected, with a significant social media presence to showcase our collaboration.
Jaguar noted how both chess players and racing drivers manage pressure, decision-making under time constraints, and the mental resilience required to perform at elite levels. Formula E has been described as “playing chess at 200 mph,” according to Jaguar, with strategy a core element of the pinnacle of electric motorsport.
“Managing your tyres and energy deployment is really key out on track and the drivers must be agile in order to react quickly to the changing conditions behind the wheel, akin to competing against opponents at the highest tactical level in chess,” Jaguar said.
The racing team even notes that its Season 12 black-and-turquoise livery, which has been unveiled as part of the team’s “new era,” aligns stylistically with the clean, minimalist visual language of chess.
Both Jaguar drivers, Mitch Evans and Antonio Felix da Costa, participated in a video where Cramling teaches them chess. As Jaguar revealed, “Both drivers are now hugely enthusiastic about the game of chess, with Antonio already signed up as a member to Chess.com and competing regularly online.”
This is not the first time that the chess world has drawn interest from major car brands. In 2015, GM Magnus Carlsen appeared in a global Porsche campaign, where the then reigning world champion appeared alongside Muhammed Ali and Maria Sharapova, conveying the message that “true greatness comes from inside.”
Jaguar says the reaction from the chess community has already been overwhelmingly positive, and confirmed that future collaborations are firmly on the table. “There is a shared synergy between chess and Formula E… Absolutely, we could see Jaguar do more with chess in the future.”
For Anna Cramling, the partnership with the racing team marks yet another collaboration with a major brand, following previous work with Microsoft, Red Bull, and Printworks. As her profile continues to grow, it certainly won’t be the last.
