.jpg)
.jpg)
Image Source: Pinterest
Proudly Sponsored by:
Published by: Zila Mbekela, 10 October 2024
The HSBC World Rugby Sevens Series has become one of the most exciting and financially successful events in global sport. Blending intense athletic competition with a festival-like atmosphere, the Sevens Series has evolved into a lucrative product that not only attracts rugby fans but also appeals to a much broader audience.
With a fast-paced format and the tournament taking place across the globe, it has become a significant contributor to the rugby industry’s growing revenue stream. Let’s take a closer look at how this unique tournament has made its mark both on and off the pitch.
A Global Spectacle
The HSBC World Rugby Sevens Series is an annual series of international rugby sevens tournaments held in various countries. From North America to Asia, Europe to Africa, the Series has built a loyal fan base in every region it touches. Teams from across the globe compete for points in each tournament, culminating in the crowning of the overall champion at the end of the season. But more than just a competition, the Sevens Series has become a commercial juggernaut.
Each tournament in the series is more than a sporting event—it’s an experience, with a carnival-like atmosphere, costumes, music, and plenty of fun for spectators, regardless of their rugby knowledge. This combination of sport and entertainment has been key to the Series' business success, attracting not only die-hard rugby fans but casual attendees looking for a good time. The ability to merge sports with entertainment has been pivotal in turning the Sevens into a must-attend event in various cities around the world.
Financial Success and Revenue Growth
Since HSBC became the title sponsor in 2010, the World Rugby Sevens Series has experienced significant financial growth. The tournament’s financial success has come from multiple revenue streams, including ticket sales, television rights, sponsorship deals, and merchandise sales. In 2019, the overall global revenue from the Sevens Series was reported to be around $400 million, a testament to its broad appeal. This financial success is largely driven by sell-out events in key cities like Hong Kong, Cape Town, and Las Vegas, where the fanbase is passionate, and the energy is infectious.
The record-breaking revenue was generated in the 2018-2019 season, with the highest revenue reported coming from Hong Kong, which has long been considered the crown jewel of the Series. The Hong Kong Sevens, widely regarded as the pinnacle event in the series, has seen unparalleled attendance and engagement over the years. With a capacity of around 40,000 spectators, the Hong Kong stadium is packed to the brim every year, generating millions in ticket sales alone. In addition to its massive attendance, the Hong Kong Sevens has become synonymous with high-profile sponsorships, luxury experiences, and a global audience watching via broadcast deals, all of which contribute to its massive financial success.
Las Vegas, another iconic stop on the Series, has also made a significant contribution to the tournament’s financial prosperity. Although it no longer hosts a Sevens event, when Las Vegas was part of the series, it was a fan favorite, drawing in crowds eager to enjoy rugby in the entertainment capital of the world. The American market’s growing interest in rugby has also brought in major sponsorship deals and television ratings that continue to elevate the sport’s profile.
Another beloved stop is Cape Town, South Africa, where the rugby culture is deeply rooted. The Cape Town Sevens has sold out consistently, with more than 100,000 fans attending over a weekend. The success of the Cape Town leg has brought in substantial revenue not just from ticket sales but also from tourism and hospitality, as international visitors flock to the city for the event.
Sponsorships and Corporate Partnerships
Sponsorship deals have been crucial to the Series’ growth. HSBC’s involvement has given the tournament a prestigious global sponsor with significant financial backing. Other high-profile sponsors include global brands like DHL, Heineken, and Emirates. These brands not only provide financial support but also help enhance the fan experience through branded events, hospitality suites, and digital engagement. The alignment with these brands has positioned the Sevens Series as a high-value property in the global sports market.
The financial boost from sponsors has allowed World Rugby to invest in expanding the reach of the Sevens Series, ensuring its presence in more countries and cities. The tournament now reaches millions of fans worldwide, whether through live events or broadcasts. The inclusion of rugby sevens in the 2016 Rio Olympics also added to the sport's exposure, contributing to the Series' continued success.
Iconic Tournament Locations
Several locations have become iconic on the Sevens calendar, not just for the rugby but for the overall fan experience. The Sevens Series has established itself as a festival of rugby, music, and revelry. Nowhere is this truer than in Hong Kong, where the tournament has reached legendary status. Fans often dress up in elaborate costumes, turning the stands into a vibrant sea of color and creativity. The Hong Kong Sevens has long been known for its party-like atmosphere, attracting both rugby enthusiasts and those who simply want to enjoy the festivities.
Las Vegas, with its glitz and glamour, provided the perfect backdrop for the tournament during its tenure. The Vegas stop added a unique twist to the series, blending world-class rugby with the city's renowned nightlife and entertainment. Even though Las Vegas is no longer on the calendar, it left a lasting impact on the Sevens Series, drawing a diverse group of fans who appreciated the intersection of sport and spectacle.
In Cape Town, the passion for rugby is palpable. The South African fans are among the most dedicated, and their support for the Sevens Series has helped make it one of the most anticipated events on the sports calendar. With Table Mountain in the background, the Cape Town Stadium is a stunning venue that adds to the appeal of the tournament. The crowd here is as electric as the action on the field, making it one of the most atmospheric stops on the tour.
The Party Vibe and Entertainment
What truly sets the HSBC World Rugby Sevens Series apart from other sports events is the atmosphere. The Sevens experience is unlike any other, as it combines world-class rugby with a party vibe that draws in people from all walks of life. The blend of competition, music, and carnival-like celebrations has been a winning formula.
Whether it’s the outrageous costumes worn by fans in Hong Kong, the high-energy atmosphere of Cape Town, or the fusion of rugby and entertainment that Las Vegas brought, the Sevens Series has proven that sport can be about much more than just the game. This approach has expanded its appeal, allowing the series to reach new demographics, including younger audiences who might not traditionally engage with rugby.
The Sevens Series is also a family-friendly event, with activities and entertainment beyond the rugby itself. From fan zones to concerts and interactive experiences, the Series has evolved into a full-scale entertainment product that offers something for everyone.
The Future of the Sevens Series
As the HSBC World Rugby Sevens Series continues to grow, it shows no signs of slowing down. With its combination of high-quality rugby, global reach, and unique entertainment value, the tournament is poised to remain a staple in the world of international sports. The business model, built on a strong fan base, lucrative sponsorships, and an all-inclusive atmosphere, has proven to be a winning one. As long as the Series continues to evolve and expand into new markets, it will remain a financial powerhouse in the world of rugby.
*Are you interested in learning how to become a Sports Agent?
Check out our online course: https://www.athletenetwork.net/plans-pricing
Comments