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 [...]
Brentford FC stadium to host rugby union franchise sevens finals Sport Business Brentford will host another sporting event this year with the finals of the inaugural Ultimate Sevens rugby union competition set for a west London debut this September. The sevens tournament will conclude a four-leg series on Thursday 24 September at the Premier League club’s Gtech Community Stadium after events in three successive weeks in Madrid, [...]
Exclusive: Ultimate Sevens franchise rugby project to announce Reebok deal Sport Business 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 [...]
Prem to Champ to sevens: Four rugby business stories to follow in 2026 January 2, 2026 How do I feel about rugby in 2026? I am not too sure. We were supposed to have the launch of Ultimate Sevens and R360 but one of those has been mothballed until 2027, we were supposed to have an exciting promotion race in the Champ but ring fencing may stop that, and we’re still [...]
R360 or Ultimate Sevens: Which rugby project would I invest in? December 12, 2025 Everyone is an investment expert these days, with a proposal they say will save rugby and a project that will see a return on that backing. Whether it is the Prem Rugby franchising project, a developing league in the United States or South America, the delayed R360 proposal or the Ultimate Sevens project; there’s an [...]