Rugby sevens, or rather, HSBC SVNS as it’s now called, is going through a major rebranding and has its sights firmly set on the 2024 Paris Olympics. The revamped series not only bears a new name but promises an immersive experience, transforming each event at selected cities across the globe into a vibrant festival. This strategic shift is not just about the game – it’s about creating an immersive experience that transcends traditional sports events.
The HSBC SVNS series, is due to roll out over eight iconic cities across the globe, announcing itself as an entirely modern, sleek, rugby beast that just wants to party with you. The cities due for a hot dose of SVNS include Dubai, Singapore, Perth, Vancouver, Los Angeles, Cape Town, Hong Kong, and Madrid. All of these locations will be centrally run to ensure consistency and a coherent brand, however, each city promises to bring its own flavour, culture and style to the table.
Speaking of flavour, it’s not just rugby that will keep attendees buzzing – there will a fusion of food, music, and diverse experiences, creating the ultimate weekend-long get-together. This approach to organising the events and the rebranding as a whole is an attempt to capture the appeal of a younger, leisure-hungry audience – one World Rugby believes is the future of the sport and the key to rugby’s growth in general.
The series embraces a festival atmosphere, offering fans a holistic cultural experience alongside the drama of the competition format. It emphasises cumulative series points and a ‘winner takes all’ grand final in Madrid in June, a month before rugby sevens explodes onto the Olympic stage.
Rugby has a chequered history at the Olympics, having been included in its revival in the early 20th century in its XV format before being dropped in 1924. After several decades of unsuccessful attempts to get the game reintroduced, rugby finally made its Olympic comeback in the Rio 2016 Games.
Poised for a thrilling spectacle, the Paris Summer Olympics 2024 will see some of the world’s best sevens teams compete for that illustrious gold medal. Unable to resist its allure is France’s XV’s captain, scrum-half, and talisman Antoine Dupont. Another notable player to have made the switch is Australia’s former XV’s captain, Michael Hooper. There are other players’ names being tossed around in the world of rugby rumours, such as Damien Penaud, Arthur Vincent, and Sekou Macalou who may also follow suit.
As rugby sevens takes centre stage at the Paris 2024 Olympics, it represents not only the pinnacle of the sport but also a celebration of its evolution. The rebranded HSBC SVNS series and its inclusion in the Olympics underscore rugby sevens’ ability to adapt, innovate, and capture the imagination of a global audience. With its unique blend of athleticism, excitement, and festival vibes, rugby sevens is poised to leave an indelible mark on the sporting landscape in Paris and beyond.