World Rugby has launched a major new rugby sevens campaign - “This Is How We Sevens” – as excitement builds towards the Olympic Games in Tokyo, which kicks off in under 50 days.
The campaign, executed by LiveWire Sport, aims to showcase the vibrancy, excitement and breadth of personalities involved across rugby sevens, supporting World Rugby’s core objective of maximising the Olympic exposure to attract and engage fans from across the globe with the sport.
A bold and dynamic look and feel, brought to life in the campaign launch video, combined with a suite of new content strands will help bring rugby sevens to fans both existing and new across a seven-week period.
In-depth storytelling will be at the forefront of the approach with a sevens-specific “Open Side” interview series, featuring the likes of rugby sevens superstars Carlin Isles, Dan Norton and Celia Quansah.
The ever-popular Ultimate Rugby Challenge Series will also take on a sevens flavour with a number of skills-based challenges pushing teams right to their limits. Newer fans to the sport will be able to learn the ins and outs of sevens with our “Freshman Fan” series on World Rugby’s Tik Tok channel.
Despite the disruptions brought about by COVID-19, fans will still get a sneak peek into the hard work going on behind the scenes with some of the top teams, with footage from USA Women’s training camp in California and an all-access pass to Argentina men’s preparations in Buenos Aires.
Fans can follow the campaign across all World Rugby’s social platforms using #HowWeSevens
The men’s competition will take place from 26-28 July, with the women’s tournament following on the 29-31 July with the gold medal match happening on ‘Super Saturday’. All the action will take place at Tokyo Stadium, which was the venue for the opening match of Rugby World Cup 2019.