How does a brand agency build a league identity like Ultimate Sevens from scratch? Sport Business Brentford’s Gtech Community Stadium will be centred around a different kind of ball on Thursday when the Ultimate Sevens rolls into town for its inaugural finals day. Backed by BIA Sports Group – the owners of Premier League club Sunderland – the Ultimate Sevens is brand new, and with it comes six teams that have [...]
Why the smart money should be on rugby sevens Sport Business Why should we be taking more notice of rugby sevens at the moment, asks former player Jim Hamilton. There are different versions of rugby, and while the 15-a-side game will always be my Everest, sevens offers something completely different. The sport is simple to follow, fast and incredibly athletic, and it allows individual personalities and [...]
London City 7s sign up Springbok-producing powerhouse varsity team Sport Business In less than a month a Springbok-producing university team will join Bordeaux at the London City 7s. This Saturday the Greatest Rivalry resumes as New Zealand take on South Africa at Ellis Park in Johannesburg. It is the first time the All Blacks have undertaken a full tour of South Africa in 30 years. Up [...]
How sevens and Olympics can be commercial rugby lifeline August 6, 2026 Dan James argues that rugby sevens is a developmental step for some of the best players, and that can be a boon for a struggling sport. The rugby rumour mill has been turning again, as reports have circulated over the last fortnight that some of England’s young stars – Henry Pollock, Marcus Smith, Tommy Freeman, [...]
Exclusive: Bordeaux Begles to compete in London rugby sevens tournament July 22, 2026 Investec Champions Cup winners Bordeaux Begles will send a team to the London City 7s in a major coup for the Square Mile tournament. The showstopping French Top 14 outfit, who in May won their second consecutive European title, will participate in the second edition of the London sevens tournament, which takes place in September [...]
Exclusive: Ultimate Sevens franchise rugby project to announce Reebok deal May 12, 2026 The Ultimate Sevens franchise project will today announce Reebok as its title kit sponsor, City AM can reveal. The project – dubbed by some as the R360 of the rugby sevens world – will launch on Thursday with teams and players confirmed in London. The long-term plan will see franchises sold off, similar to other [...]
London City 7s returns with capital crying out for live rugby May 5, 2026 Dan James, founder of the London City 7s, pens his first of a new monthly column on short-form rugby in the capital. Rugby sevens has long been the better looking but somewhat inconsequential younger cousin of the traditional 15s game. If you were lucky enough to be one of the 113,000-plus fans in the record-breaking [...]
Fulham’s Craven Cottage could be future of new franchise Project Sevens July 17, 2025 The investment vehicle behind a new privately funded rugby sevens league set to launch in 2026 is targeting Craven Cottage as a host venue, City AM can reveal. Tom Burwell, chief executive of Bia Sports Group – the investment team behind newly promoted Premier League football club Sunderland – explained that the as-yet unnamed sevens [...]
Olympics: Rugby sevens needs Dupont and USA to be medal contenders July 26, 2024 As a former sevens player, the Olympics is always an exciting time. We see the very best of a bunch of athletes who otherwise go under the radar across the rest of the calendar. But in a rugby-mad country like France, where stars like Toulouse and international No9 Antoine Dupont will be on show, this [...]
Olympics on the mind for sevens star Meg Jones in Madrid May 31, 2024 Meg Jones knows rugby is unfair which is why she is giving it everything to get to the Olympics. The 27-year-old has spent the past season playing for the all-conquering Red Roses in 15s but has now returned to the sevens fold ahead of the HSBC SVNS 2024 Grand Final in Madrid. The tournament serves [...]