Mid-June saw World Rugby launch a major new Rugby Sevens campaign ahead of the rescheduled Tokyo 2020 Olympic Games called ‘This Is How We Sevens’.
The campaign objective is to showcase the ‘vibrancy, excitement and breadth of personalities’ in the Sevens version of the sport and is part of World Rugby’s core aim of maximising rugby’s extra Olympic exposure on order to attract and engage new fans from around the world to the sport in all its forms.
The launch video, produced by LiveWire Sport, offers a dynamic, accessible take on the sport and leads a campaign which include a suite of content strands aimed at bringing the sport to the fans across a seven-week period.
World Rugby and LiveWire put in-depth storytelling at the core of a campaign which also includes a video series of ‘Open Side’ interviews which features stars such as Carlin Isles, Dan Norton, and Celia Quansah.
The global rugby rights holder also adds a Sevens focus to its ongoing ‘Ultimate Rugby Challenge Series’ in the form of a set of skills-based challenges which aim to push teams to their limits.
While new fans can learn more about the Sevens game via the ‘Freshman Fan’ series on World Rugby’s TikTok channel.
Comment:
World Rugby recently announced a $4m investment into Olympic qualified unions’ Sevens programmes to help cover the costs of Olympic preparation including training and tournaments.
The men’s Olympic Sevens competition is scheduled for 26 to 28 July and the women’s tournament follows on 29 to 31 July and the gold medal, final match will kick off on ‘Super Saturday’ at Tokyo Stadium (the venue for the opening match of Rugby World Cup 2019).
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