HSBC SVNS: A new dawn for the sport of rugby sevens

Rugby sevens is about to undergo a transformative change with the launch of HSBC SVNS, a revamped and rebranded global celebration of the sport. The new series aims to supercharge rugby’s growth and appeal by providing immersive experiences and turning the events into ultimate festivals.

HSBC SVNS will take place across eight iconic cities, aligning all locations for the first time. The brand identity reflects summer vibes; attracting a younger, leisure-hungry audience. The annual series will be the go-to destination for people seeking a great time, combining sport, entertainment, and culture against stunning backdrops.

The festivals will feature the world’s best men’s and women’s sevens athletes, offering a global stage for 12 teams at each location. The event dates and venues are set, starting in Dubai in December and concluding with the grand final in Madrid in June 2024.

HBSC SVNS – Festival dates

• Dubai, UAE – 2-3 December, 2023;
• Cape Town, South Africa – 9-10 December, 2023;
• Perth, Australia – 26-28 January, 2024;
• Vancouver, Canada – 23-25 February, 2024;
• Los Angeles, USA – 2-3 March, 2024;
• Hong Kong, Hong Kong SAR China – 5-7 April 2024
• Singapore, Singapore – 3-5 May 2024;
• Madrid, Spain – 31 May-2 June, 2024.

HSBC SVNS  is not just about the on-field action; it embodies a festival atmosphere with sun-soaked days, music, food, and well-being. Each destination will showcase its unique local flavour, enhancing the overall excitement and enjoyment of the events. Various competitive and social sports will be available, catering to different interests.

The competition format has been revamped to maximize drama and excitement. Based on cumulative series points, the top eight teams will compete in the new ‘winner takes all’ grand final in Madrid where the men’s and women’s champions will be crowned.

Additionally, Madrid will host a relegation play-off competition involving teams ranked ninth to 12th, as well as the top four teams from the World Rugby Sevens Challenger Series.

HSBC SVNS is also committed to gender parity, featuring combined men’s and women’s competitions across all seven rounds and the grand final. World Rugby has increased its investment in participation fees by 70 per cent, demonstrating a commitment to sustainable growth.

World Rugby chief executive Alan Gilpin expressed his excitement about HSBC SVNS and its potential to broaden the sport’s reach and appeal. “We are excited to be launching HSBC SVNS, the supercharged new identity for our Olympic format, with iconic destinations and a new concept on and off the field, broadening the reach and appeal of the sport beyond its traditional audiences,” he said.

“Our ambition is for SVNS to be at the forefront of our growth strategy, appealing to a younger, leisure-hungry audience. In eight iconic destinations played over seven months, we will bring together a truly immersive festival of rugby, music, food and experiences to create the ultimate weekend-long get-together for young people, the hottest ticket and open a new era for the sport.

“For the first time in rugby sevens history, all locations will be centrally run, meaning that the overall experience is the same and we can optimise commercial revenue for reinvestment, including playing our part in ensuring that sevens is a viable career path for the talented players and Olympians.”

The HSBC SVNS series aims to attract a younger audience by creating an immersive festival that combines rugby, music, food, and experiences. The centrally-run locations allow for a consistent experience and optimize commercial revenue for reinvestment.

To mark the launch, the ‘Destination: SVNS’ campaign celebrates the vibrant brand and positions SVNS as the ultimate summer-style destination, offering entertainment and immersive experiences from sunrise to sunset. The series was developed through extensive consultation with teams, tournament hosts, players’ representatives, and fans.

HSBC continues its support of rugby sevens as the title partner of SVNS in a four-year deal. The bank’s CEO, Noel Quinn, expresses pride in the opportunities created through their partnership with World Rugby, including expanding the sport into new markets and supporting the growth of women’s rugby.

HSBC ambassador and former USA 7s captain Abby Gustaitis added: “Having recently come to the end of my HSBC SVNS playing career, I am so delighted that the next generation of female sevens players will be part of a series that is completely equal in terms of schedule and pay.

“HSBC has been a huge supporter of the growth of the women’s game and today’s announcement is a huge step in making rugby a sport that is fully equal for all.”

HSBC boss Quinn said: “Through many years of working closely with World Rugby to showcase and support the sport worldwide, HSBC has become synonymous with the World Rugby Sevens.

“I’m particularly proud of the new opportunities that we have helped to open up by taking the sport into new markets, supporting the growth of the women’s game and giving tens of thousands of young people the chance to try rugby for the first time.

“I’m delighted that our hugely successful partnership with World Rugby will continue for years to come, and that HSBC will be able to help the sport reach even greater heights.”

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