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Latest News
Andy Vilk, head coach of Italy men's sevens
4 min read

RWC Sevens 2022 qualifying

Italy men’s sevens team seeks return to the big stage

The European men's qualification tournament for Rugby World Cup Sevens 2022 is on the horizon with the prize of four tickets to Cape Town, South Africa at stake in July.

RWC Sevens 2022 qualifying

Thu 19 May, 2022
4 min read
HSBC Canada Women's Sevens 2022
4 min read

HSBC World Rugby Sevens Series

Black Ferns Sevens renew riveting rivalry with Australia on HSBC World Rugby Sevens Series

Australia wrapped up the 2022 Series title in Langford, but the Black Ferns Sevens left Canada with plenty to celebrate as they begin a busy period.

HSBC World Rugby Sevens Series

Tue 3 May, 2022
4 min read
Madagascar Women's Sevens
3 min read

Rugby World Cup Sevens 2022

Rugby World Cup Sevens 2022: Madagascar latest team to book ticket to Cape Town

Following another intense weekend of qualifying action we now know the identity of 12 women's and 20 men's teams who will compete at RWC Sevens 2022.

Rugby World Cup Sevens 2022

Mon 2 May, 2022
3 min read
HSBC Spain Sevens Seville 2022 - Women's
4 min read

HSBC World Rugby Sevens Series

Amee-Leigh Murphy Crowe keen to drive Ireland onto Rugby World Cup Sevens 2022

We spoke to the prolific Ireland star about backing up the team’s success in Seville and plotting their path to Cape Town in September.

HSBC World Rugby Sevens Series

Tue 26 April, 2022
4 min read
Rugby World Cup Sevens San Francisco 2018 - Day Two
5 min read

Rugby World Cup Sevens 2022

Everything you need to know about Rugby World Cup Sevens 2022

Your guide to RWC Sevens 2022, which will take place in Cape Town between 9-11 September this year.

Rugby World Cup Sevens 2022

Fri 8 April, 2022
5 min read
2018 Highlights
Rugby World Cup Sevens 2018
08:29 mins

Highlights: New Zealand win big in San Francisco

New Zealand retained their Rugby World Cup Sevens title in San Francisco
Mon 23 July, 2018
08:29 mins
Rugby World Cup Sevens 2018
07:03 mins

Highlights: New Zealand women's win Rugby World Cup Sevens

Check out all the top action as New Zealand win The Rugby World Cup Sevens in San Francisco
Sun 22 July, 2018
07:03 mins
Rugby World Cup Sevens San Francisco 2018 - Day Two
06:30 mins

HIGHLIGHTS: Men's semi-finals confirmed after thrilling day two

Men's semi-finals confirmed after thrilling day two of action at Rugby World Cup Sevens 2018 #RWC7s
Sun 22 July, 2018
06:30 mins
Rugby World Cup Sevens San Francisco 2018 - Day One
06:51 mins

Highlights: Men's quarter-finals decided

Men's quarter-finals of Rugby World Cup Sevens decided after incredible first day at AT&T Park
Sat 21 July, 2018
06:51 mins
Rugby World Cup Sevens 2018
06:26 mins

Highlights: Women's semi-finals confirmed at Rugby World Cup Sevens

Championship semi-finals confirmed after thrilling day one of action
Sat 21 July, 2018
06:26 mins
Rugby Sevens
Tuesday 23 November, 2021
4 min read

Olympic impact sees rugby sevens reach new audiences

Rugby sevens' second Olympic appearance at Tokyo 2020 proved to be hugely impactful for the sport in reaching and inspiring new, younger and more diverse fans across the globe
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  • Highly impactful second Olympic Games appearance for rugby sevens, continuing Asia focused legacy of record-breaking success of Rugby World Cup 2019 in Japan
  • Olympic participation proven driver of global interest and awareness, particularly in emerging rugby nations with 54 per cent agreeing the Olympics increased their interest in the sport and 63 per cent watching sevens for the first time
  • ‘This is how we sevens’ digital media campaign engages younger, more diverse global audience
  • World Rugby’s digital platforms achieve 22 million video views, 3.4 million social media engagements – up 77 per cent from Rio 2016, and increase 313,000 new social media followers with a focus on gender equity
  • The HSBC World Rugby Sevens Series returns on 26-27 November with the Emirates Dubai 7s kicking off an exciting schedule that includes three new hosts in the 2022 Series.

Rugby sevens’ second Olympic appearance at Tokyo 2020 proved to be hugely impactful for the sport in reaching and inspiring new, younger and more diverse fans across the globe.

As the sport prepares to return to HSBC World Rugby Sevens Series action with the 2022 Series kicking off in Dubai on 26-27 November, new independent research insights from Nielsen highlight the effect of Olympic participation on engaging fans around the world, particularly in emerging rugby nations.

VIEW LATEST RUGBY SEVENS NEWS >>

Following sevens’ memorable Olympic debut at Rio 2016, which was estimated to have attracted 30 million new fans, the stage was set for the sport’s highly anticipated second Olympic appearance in July 2021, in the wake of the record-breaking success of Rugby World Cup 2019 in Japan.

While Fiji and New Zealand took men’s and women’s honours on the pitch respectively, off the field the Games were tailored to the huge worldwide broadcast audience as there were sadly no fans in attendance due to the COVID-19 restrictions, meaning Tokyo was the first truly digital Olympics.

Anticipating this unique scenario, World Rugby launched the ‘This is how we sevens’ campaign in June, promoting the exciting, dynamic and action packed nature of rugby sevens and showcasing the breadth of personalities within the sport while aiming to connect with a younger, more diverse global audience.

World Rugby’s digital platforms performed superbly to achieve 22 million video views, 3.4 million social media engagements – up 77per cent from Rio 2016, and capture 313,000 new social media followers in July alone. The Olympic hub website received 522,000 page views, almost double the number in Rio, while more than five million emails were sent to fans that had signed up to receive sevens news.

These results saw World Rugby ranked the second fastest growing international federation among team sports in terms of percentage growth on social media during the Olympics.

Gender equality was a key message in the narrative of the Tokyo Games and the outstanding women’s rugby sevens competition produced extraordinary content with the gold medal final taking place on ‘super Saturday’. World Rugby’s social channels achieved a strong equity of coverage with 44 per cent women’s content, 48 per cent men’s and eight per cent unified.

Independent Nielsen research conducted across 11 established and five emerging rugby nations in September 2021 again highlighted the positive and far-reaching impact of Olympic participation on the sport.

Interest and awareness continue to grow with an overall increase in followership of the Olympic rugby sevens event from 28- 37 per cent across the nations that were surveyed in both 2016 and 2021.

The impact of Olympic participation on the sport is of huge significance, demonstrated by the growth from 26 per cent in 2016 to 41 per cent in 2021 in agreement that rugby sevens being in the Olympics has ‘increased my interest in the sport’, with Germany and the USA recording particularly strong results.

In emerging nations 54 per cent of the general population agreed the Olympic competition has increased their interest in the sport, with 35 per cent in established nations, where 43 per cent of the general population watched sevens for the first time.

In established rugby nations, more recent rugby fans, female rugby fans and fans under the age of 34 were most likely to report the Olympic event as their first sevens tournament, demonstrating the importance of the Olympics in generating awareness and attracting new types of fans to the sport.

In the emerging rugby nations, such as Brazil, China, Germany, India and the USA who were involved in the study, 44 per cent of the general population reported following the Olympic event, with 26 per cent watching some part live.

For 63 per cent of those in emerging nations who watched the Olympic event it was their first rugby sevens viewing experience, significantly higher than in established nations, suggesting the Olympic event is vital for reaching new fans around the world.

Overall sentiment from the Olympic event was extremely positive with ‘competitive, entertaining, exciting and fast’ the top attributes associated to the sport.

Results also showed that rugby sevens’ strong relationship with the Olympic Games continued to increase following the Tokyo Games with agreement that ‘rugby sevens is a good fit for the Olympics’ rising nine per cent across all respondents from 2016, with 61 per cent approval in emerging nations.

World Rugby Chief Executive Alan Gilpin attended the Games in Tokyo and welcomed International Olympic Committee President Thomas Bach on the traditionally popular ‘Super Saturday’ of the Games to witness an outstanding women’s final that saw New Zealand’s Black Ferns Sevens overcome France to claim gold.

Gilpin said: “Due to the absence of fans in the stadium, Tokyo 2020 was the first completely digital Olympic Games and this provided an opportunity to really focus on connecting with fans on our digital platforms through our innovative and dynamic ‘This is how we sevens’ campaign.

“The strong social media statistics and research insights shared today, helped by the incredible and inspirational performances of the players and teams on the pitch, clearly demonstrate the huge impact that Olympic participation has in enabling us to reach new, younger and more diverse fan groups across the globe, particularly in emerging rugby nations.

“As we begin to emerge from the challenges of the global pandemic, the future of rugby sevens is incredibly bright and 2022 is shaping up to be a huge year for the sport with the HSBC World Rugby Sevens Series followed by the Commonwealth Games in Birmingham and climaxing in what promises to be a hugely exciting Rugby World Cup Sevens in Cape Town in September.”

Fans can already begin to look forward to another edition of high octane, action packed Olympic rugby sevens competition as the Paris 2024 Olympic Games are just two and a half years away.

Trending News Show all
HSBC France Sevens 2022 Men's
6 min read

HSBC World Rugby Sevens Series - Toulouse

Men’s HSBC World Rugby Sevens Series favourites suffer shock defeats on opening day in Toulouse as women’s champions Australia continue fine form

South Africa, Australia and Argentina were all beaten on the opening day of the HSBC France Sevens men’s event, while New Zealand and Australia caught the eye with some big wins in the women’s competition

HSBC World Rugby Sevens Series - Toulouse

Fri 20 May, 2022
6 min read
Rikki Swannell becomes first females to commentate on men's series
5 min read

Feature

Behind the microphone: Groundbreaker Rikki Swannell

World Rugby talks to the New Zealander about becoming the first female lead commentator on the men’s HSBC World Rugby Sevens Series and her life in sports broadcasting.

Feature

Fri 20 May, 2022
5 min read
Andy Vilk, head coach of Italy men's sevens
4 min read

RWC Sevens 2022 qualifying

Italy men’s sevens team seeks return to the big stage

The European men's qualification tournament for Rugby World Cup Sevens 2022 is on the horizon with the prize of four tickets to Cape Town, South Africa at stake in July.

RWC Sevens 2022 qualifying

Thu 19 May, 2022
4 min read
Serevi Coaching Roadshow - HSBC Event
3 min read

HSBC World Rugby Sevens Series

Fiji are in Toulouse to win: “There is still room for improvement,” says Gollings

Gold and silver medals in their last two HSBC World Rugby Sevens Series outings have Fiji feeling good ahead of French tournament

HSBC World Rugby Sevens Series

Thu 19 May, 2022
3 min read
HSBC France Sevens 2022
4 min read

Rugby Sevens

Captains ready for lift off at HSBC France Sevens

Toulouse welcomes a full line-up of 16 men’s and 12 women’s teams for the first time in the HSBC World Rugby Sevens Series on 20-22 May

Rugby Sevens

Wed 18 May, 2022
4 min read
2018 Commonwealth Games women's final
3 min read

Commonwealth Games

All the build-up to rugby sevens at the Commonwealth Games 2022

Now that the line-ups are complete in both the men’s and women’s tournaments, we take a look at who has won gold in the past and the sides competing to add their names to the roll call of honour in July.

Commonwealth Games

Wed 11 May, 2022
3 min read
Madagascar qualify for rugby world cup sevens
4 min read

Rugby World Cup Sevens 2022

Discipline and hard work at the heart of Madagascar's success on the road to Rugby World Cup Sevens 2022

The Madagascar women's sevens team has achieved their historic dream of qualifying for a Rugby World Cup Sevens tournament for the first time. At the heart of this achievement lies a lot of hard work, determination and discipline.

Rugby World Cup Sevens 2022

Wed 11 May, 2022
4 min read
HSBC Canada Women's Sevens 2022
4 min read

HSBC World Rugby Sevens Series

Seven women’s HSBC World Rugby Sevens Series players to watch in Toulouse

Following an exciting weekend in Langford we look at seven women’s stars who could light up Toulouse between 20-22 May.

HSBC World Rugby Sevens Series

Thu 5 May, 2022
4 min read
HSBC Canada Women's Sevens 2022
4 min read

HSBC World Rugby Sevens Series

Black Ferns Sevens renew riveting rivalry with Australia on HSBC World Rugby Sevens Series

Australia wrapped up the 2022 Series title in Langford, but the Black Ferns Sevens left Canada with plenty to celebrate as they begin a busy period.

HSBC World Rugby Sevens Series

Tue 3 May, 2022
4 min read
Madagascar Women's Sevens
3 min read

Rugby World Cup Sevens 2022

Rugby World Cup Sevens 2022: Madagascar latest team to book ticket to Cape Town

Following another intense weekend of qualifying action we now know the identity of 12 women's and 20 men's teams who will compete at RWC Sevens 2022.

Rugby World Cup Sevens 2022

Mon 2 May, 2022
3 min read
Global Partners
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