With the COVID-19 pandemic predictably making the World Rugby Sevens Series an impossibility in 2020, fans longing for the thrill-a-minute excitement and laid-back, party atmosphere of the touring series have been forced to curb their enthusiasm until the 26th of July when the world’s best begin their battle for gold at the rescheduled Tokyo Olympics. The shortened version of the 15-a-side game will feature for the second time following the code’s 92-year hiatus from the global sporting event. The marketing potential of the seven-a-side format has long been noted. HSBC’s 2016 report The Future of Rugby found it the fastest-growing sport in the world and with its inclusion in the Olympics attracting an estimated 30 million fans, it has proven to be a valuable instrument in rugby’s bid to win over new supporters. The carnival-style tournament can draw in fans who might otherwise fall outside of rugby’s traditional demographic with loud music, audacious attire and wall-to-wall action.
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