The championship is targeting 19–24-year-olds with a bold branding push, citing research that shows nearly half of young sports fans view rugby as too traditional
Ultimate Sevens has launched a campaign called Don’t Call It Rugby, which is designed to “challenge perceptions of traditional rugby and launch a new era for the sport”.
Ultimate Sevens highlights research carried out by Global Consumer Insights in October 2025 that shows almost half (47%) of 19–24-year-olds believe rugby is “too traditional” compared to other sports, and 41% find it to be “slow”.
As a result, Ultimate Sevens is “leveraging the legacy” of Rugby Sevens and delivering it for the modern sports fan with faster action, elevated moments, greater accessibility and a modern live experience.
Ultimate Sevens features innovations including a straight knockout format, a condensed playing window, rolling substitutions and dynamic goal-kicking options.
Don’t Call It Rugby stars Sevens players including Henry Hutchison, Maddi Levi, Manu Moreno and Thalia Costa and showcases Ultimate Sevens’ format, live events, player personalities, inclusive fan offering and commitment to elevating both the men’s and women’s game.
The campaign features bold messaging including “Don’t call it Rugby, when this is a whole new era”, “Don’t call it a kick-off, when it’s a show starter”, “Don’t call it stop-start, when it never lets up” and “Don’t call it old-school, when we’re creating the next move.”
Ultimate Sevens says it combines world-class sporting competition with entertainment, culture, lifestyle and fan-first experiences. It will be played out across four European live events in Leganés – Madrid, Cardiff, Biarritz, and Brentford, London.
Reece Littlejohn, global marketing director at Ultimate Sevens, said: “‘Don’t Call It Rugby’ is more than a campaign line; it is a statement of intent for where we believe sevens can go, and will go, with the new Championship. Ultimate Sevens is here to reimagine the sport, the way it engages with existing fans and how it can connect with a new generation who want their live sport to feel faster, more accessible and more culturally relevant.
“We want to create an experience that celebrates elite rugby sevens, and fans of the sport from across the world, while opening the door to new audiences through entertainment, storytelling and moments that live beyond the pitch.”
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