World Rugby Unveil This Is How We Sevens Campaign Ahead Of Tokyo Olympics
World Rugby has launched a major new rugby sevens campaign ahead of the rescheduled Tokyo 2020 Olympic Games.
The This Is How We Sevens campaign aims to showcase the ‘vibrancy, excitement and breadth of personalities’ in the version of the sport, supporting World Rugby’s ‘core objective’ of maximising the Olympic exposure to attract and engage fans from across the globe with the sport.
The ‘dynamic feel’ is embodied in a campaign launch video (above), produced by Sport Industry Awards Supporting Partner LiveWire Sport, which combines a suite of new content strands which are aimed at bringing the sport to fans across a seven-week period.
According to World Rugby, ‘in-depth storytelling’ will be at the forefront of the approach with a series of ‘Open Side’ interviews, featuring the likes of stars Carlin Isles, Dan Norton, and Celia Quansah.
The rights holder’s existing Ultimate Rugby Challenge Series will also take on a ‘sevens flavour’ with a number of skills-based challenges aimed at pushing teams to their limits. Newer fans to the sport will be able to learn the game with a new ‘Freshman Fan’ series on World Rugby’s Tik Tok channel.
Meanwhile, World Rugby has also announced a $4 million investment into Olympic qualified unions’ sevens programmes to go towards the costs of hosting a number of high-performance preparation events for the Games, and ensuring that players are in top condition.
The men’s competition will take place from 26th to 28th July, with the women’s tournament following on the 29th to 31st 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.
