The first two are the same reasons why the IOC granted Rugby Sevens participation in the 2016 Olympic Games.

1. Sevens has a huge participation and support base

• Sevens is played by some 3 million players in 116 countries around the world
• Sevens is part of the Asian Games, Mediterranean Games, South Pacific Games and Commonwealth Games
  (Next one is in Delhi in October)
• It will be included in the 2016 Olympics in Rio
• The 2009-08 IRB World Series was watched in 139 Countries around the world

2. There is a strong commercial support

• Airlines have had a strong association with Sevens rugby
  • Cathay Pacific are the major sponsor of the Hong Kong 7s
  • Emirates have the Dubai event
• Beer brands are in the mix
  • Steinlager is associated with the USA Event

3. New professional leagues are emerging

• A new, IRB sanctioned 10-team league is starting in England this year over June and July

  http://www.middlesex7s.com/media-zone/45-uk-national-sevens-series-launched.html

  http://ur7s.com/news/649/ur7s_launches_uk_national_sevens_series

  http://www.sportbusiness.com/news/171082/new-uk-national-rugby-sevens-series-set-for-2010

4. The model works for other sports

There have been several comparisons with cricket.

Not a sport many outside of the British Commonwealth and Pakistan will be were of it but there have been major changes in the formats of the game in the last 30 years.

First, there was the Kerry Packer inspired ‘one-day’ version. At the time, many cricketing stalwarts were not that happy about the commercial aspects but it worked. Cricket used to be a 5-day affair and often without a result or much excitement for long periods. One-day cricket changed all that.

Enter 20/20 cricket.

It’s all done in 3 hours now – less time than it takes for a live NFL or NBA game.

It’s all excitement, even more colour and it appears to have greater marketability.

Two new professional competitions emerged in India – with significant financial backing

• They have the fan base – the combined populations of India and Pakistan is: over 1 and 1/4 billion
• Gambling is huge in cricket in India

What are the keys for professional sevens rugby series?

• More countries play Sevens than play cricket
• The timing of the series will mean it does not compete with 15-a-side rugby or football and so could draw the crowds
• There is over 1 million South Africans, Australians and New Zealanders living in the UK, many of whom will watch Sevens

5. Sevens is huge in Asia

The Hong Kong Sevens is the centerpiece of the world series but there are other well-established tournaments including the Singapore Sevens and the Shanghai Sevens.

The most populated nations in Asia are enjoying the game (China, India) and taking it to new heights.

The Chinese play Sevens

• The highest all-time points scorer at the Hong Kong Sevens event is a Chinaman, Zhang Zhiqiange
• Chinese sporting brands are making a significant impact on the global sporting apparel market – and they have an association with rugby (Kukri)

Could Sevens provide a vehicle for some of the emerging Chinese brands?

6. Sevens is the more popular format in the Americas

Over 100 teams participate every year in the New York Sevens.

There are established tournaments in New Orleans and Las Vegas (that’s the Midnight Sevens, not just the World Series event played there).

Both forms of the game are popular in Argentina while Uruguay and Chile do better in Sevens. In Guyana they really only play Sevens.

6. Sevens is big in Europe

The Hanover Sevens in July is a focal event in Europe for international sides and the Amsterdam Sevens has been on rugby player’s calendars for over a decade.

The 4 stop, UK National Sevens Series started this year and attracted great support and quality participation.

Among the Sevens movers are Portugal with a big physical presence and Russia, who had a strong showing in this year’s Hong Kong Sevens.

What will get in the way of progress?

The IRB (The International Rugby Board)

• They are not known for their foresight, insight or general commercial acumen – they struggle to get past their ‘old farts’ image
• They don’t seem to understand that they are in the Entertainment Business
  The rules of rugby are many and complex – just try and read them!
  People don’t get 15s without a serious induction
  Matt Damon quote
• There will be clashes/conflicts with the 15-a-side code
  This is the strength of rugby … Wealthy English Clubs with big backers
  The game is going well in the northern hemisphere
• Rugby has almost fragmented before
  Just as rugby was on the verge of going professional, a rival organisation almost got off the ground to beat the IRB to the punch
  Rugby League has been a traditional competitor
  This issue will dog rugby union and league – the sevens game could blend much easier or if
  Union Sevens already has the jump on League Sevens so that one could be won before it becomes a contest
  Also, many of the top League players can play rugby sevens very effectively – Henry Paul made the switch from League to Union and led England to IRB victories at the Wellington and .. Sevens in …
• There are many Sports Entertainment entrepreneurs who get it and will not tolerate the IRB’s suffocating attitude

BUT

Sevens has greater global significance – why else would it – rather than 15s – be considered for Olympic inclusion?

The writing is on the wall

• Using genuine marketing professionals – globally-proven sports and entertainment promoters rather than traditional courtiers of the IRB
  There have been several shockers for rugby …
• Capturing a global TV audience
  Likely to require key timing (to avoid other large TV sports like NFL);
  Cultural considerations
  Careful targeting and nurturing
  TV and online packaging