We provided strategic and commercial support to restructure and develop the game of 7s on a global scale.
World Rugby challenged us to develop ways to grow the commercial revenues for the sport and drive audiences in established and new markets. We were tasked with attracting new commercial partners to invest in the sport and promote its global expansion.
We redesigned the 7s commercial concept by centralising the sponsorship and broadcast rights to create an uncluttered product. This ensured brands could achieve traction and fully maximise the value of their investment. We also developed a bidding process for unions to join the series which aimed to grow the game in new markets.
More than 25 unions were interested in hosting an event and so the series was extended to an impressive 10 global destinations. The broadcast distribution of the game has vastly improved, now shown in 149 countries with a reach of 900m. The commercial revenue in the series has tripled with new sponsors investing in the game, pledging their support ahead of the sports inclusion in the 2016 Olympics.