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Dubai joins HSBC SVNS revolution – the ultimate festival of immersive experiences

Published on: 18/07/2023


Dubai joins HSBC SVNS revolution – the ultimate festival of immersive experiences

  • Emirates Dubai 7s one of eight iconic festivals that comprise the HSBC SVNS, a new era for rugby sevens launched today
  • SVNS will deliver immersive experiences, the world’s best men’s and women’s athletes and a bold ambition to supercharge rugby’s growth 
  • SVNS brand identify reflects summer vibes, aligning all locations for the first time
  • Destination SVNS launched, a vibrant campaign that positions the annual series as the go-to destination for people looking for a great time
  • HSBC recommits as title partner of the revamped series as rugby’s Olympic format targets new markets

Dubai has been confirmed as one of the eight iconic destinations that comprise HSBC SVNS, World Rugby’s revamped and rebranded global celebration of rugby sevens launched today.

With a bold ambition to supercharge rugby’s global reach and appeal by being more relevant and accessible to younger, leisure-hungry audiences, SVNS aims to deliver the ultimate in immersive experiences, a unique festival of sport, entertainment and culture set against stunning backdrops.

Launching in December 2023, SVNS festivals will provide the annual platform for the world’s best sevens athletes to shine with 12 men’s and women’s teams sharing a global stage at the same location.

HBSC SVNS – Festival dates
Dubai, UAE – 1-3 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

All dates and venues correct at time of publication and are subject to change.

Tickets for Emirates Dubai 7s 2023 will be available to purchase from 1st September.

Summer vibes, festival feel
Off the field, SVNS is all about summertime vibes. Sun-soaked days and unique experiences as rugby, music, food, and wellbeing combine to attract a new generation of audiences.
Celebrating cuisine and culture, each SVNS destination will celebrate its unique local flavour, adding to the overall excitement and enjoyment of the events across the globe.
There will also be a range of competitive and social sports for all at SVNS festivals, from non-contact rugby to functional fitness. Every event will deliver something unique.

New format, gender parity, more drama

Each event is designed to enable the world’s top players to be at their best. Following consultation with players, fans, broadcasters and unions, the competition format has been revamped with SVNS set to deliver even more drama, excitement and jeopardy.

The top eight placed teams, based on cumulative series points, at the conclusion of Singapore SVNS will secure their opportunity to compete in the new ‘winner takes all’ Grand Final in Madrid, where the women’s and men’s SVNS champions will be crowned.

The drama does not end there. Madrid will also play host to the high stakes relegation play-off competition where teams ranked ninth to 12th will join the top four teams from the World Rugby Sevens Challenger Series. The top four placed teams of this play-off will secure their place on next year's SVNS.

Under the new model, SVNS delivers gender parity with all seven rounds and the Grand Final featuring combined men’s and women’s competitions and equal participation fees, with a 70 per cent uplift in World Rugby’s investment in participation fees as a commitment to sustainable growth.

World Rugby Chief Executive Alan Gilpin said: “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.

“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.

Emirates Dubai 7s Festival Director Mathew Tait said: “The Emirates Dubai 7s is proud to be the first stop on the newly revamped HSBC SVNS in what promises to be a truly exciting year for the sport. We look forward to welcoming invitational and World Series athletes as well as some of the world’s most highly sought after music acts to entertain visitors and families throughout the three-day national weekend at the start of December.”

Mohamed AlZaabi, Secretary General of UAE Rugby Federation said: “Dubai’s participation in the HSBC SVNS is a major catalyst for the growth of rugby in the Middle East. We are confident that the event will inspire a new generation of rugby players and fans, and we are sure that this new concept will foster integrity and improve the growth of the sport of rugby. We have a long history of hosting major rugby events in UAE, and we are committed to providing world-class experiences for all in attendance.”
To mark the launch, a new ‘Destination: SVNS’ campaign, has been unveiled celebrating the new, vibrant SVNS brand and positions SVNS as the ultimate summer style destination, packed with entertainment and immersive experiences from sunrise to sunset.

The new series follows a widespread and comprehensive consultation process, involving representatives from participating teams, existing tournament hosts, the International Rugby Players, player welfare representatives and fans.

Continuing 12 years of passionate support of rugby sevens, HSBC has been confirmed as SVNS Title Partner in a four-year deal.

HSBC Group Chief Executive, Noel Quinn said: “Through many years of working closely with World Rugby to showcase and support the sport around the world, 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.”


World Series Partners
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Event Owner

Presenting Partners
Platinum Partners