A new rugby sevens tournament, dubbed Ultimate Sevens, is preparing to launch with significant investment and a strategy to reshape the sport's landscape. The competition aims to work alongside existing rugby authorities, differentiating itself from failed breakaway league attempts.
Barney Pascall, managing director of Ultimate Sevens, stated that the tournament has invested 'tens of millions' and will take place across Madrid, Cardiff, Biarritz, and London over four consecutive weeks in September. The initiative is backed by BIA Sports Group (BSG), which also holds ownership of Premier League club Sunderland.
Ultimate Sevens seeks to capitalize on the growing popularity of rugby sevens, particularly following France's Antoine Dupont winning gold at the 2024 Paris Games. The tournament is employing a marketing slogan of 'don't call it rugby,' a tactic previously used by cricket's The Hundred to broaden appeal beyond traditional fans. Like The Hundred, Ultimate Sevens has established new teams and plans to eventually sell these franchises to private investors.
'This is about elevating rugby sevens,' Pascall said. 'We've been incredibly focused on being complementary to the ecosystem and there's a reason for that. It's because we can be.' He added that the slogan is intended to challenge existing perceptions and create interest among those unfamiliar with the sport.
The competition will feature six new teams, each with both men's and women's squads: Albion Athletic, Atlantic Novas, Clan Taran, Foudre Bleue, Pacific Current, and Sol Feroz. While the initial season will focus on experienced sevens players, the long-term ambition is to attract high-profile athletes. Henry Pollock, a rising star in English rugby, has expressed interest in playing sevens at the 2028 Los Angeles Olympics, and Pascall has indicated that an offer for his involvement remains open.
Matches will be contested in a straight knockout format, with men's and women's games from each team played on the same day. Each match will be ten minutes long, with a 90-second tactical timeout option. A new scoring innovation allows tries scored under the posts to be worth an automatic seven points. For tries scored wider out, teams can choose to attempt more difficult kicks for one, two, or four additional points, adding an element of 'entertainment and sporting jeopardy.'
Pascall views Ultimate Sevens as a long-term endeavor, aiming to introduce new audiences, particularly younger and female demographics, to rugby. He believes this investment will provide positive energy for the sport globally and potentially benefit Great Britain's Olympic aspirations.