NZ lose sevens stop to more ‘iconic’ destinations

New Zealand celebrate winning the men’s women’s titles in Hamilton.
Photo: Mike Lee – KLC fotos for World Rugby

A shake-up of the Sevens World Series sees New Zealand’s long-standing place on the circuit dropped in favour of more “iconic” destinations.

A remodelled competition, which will kick off in December 2023, will include seven rounds in seven destinations to be played across seven months – a move that will end New Zealand’s more than 20-year involvement as a host.

New Zealand’s final event as hosts will be in January 2023, as part of the current season, when the event returns to Hamilton for the first time since 2020.

The sevens had previously been hosted in Wellington before switching to Hamilton in 2018.

World Rugby said discussions were ongoing with potential host destinations for the new series, following unprecedented hosting interest, but New Zealand Rugby confirmed World Rugby would not be choosing New Zealand.

New Zealand Rugby’s head of professional rugby Chris Lendrum said NZR had interest in hosting one of the seven Sevens tournaments and had targeted dialogue with World Rugby.

“However, World Rugby has recently confirmed to NZR that New Zealand will not be one of the seven locations hosting the Sevens World Series under the new format. Making the upcoming Hamilton World Sevens Series tournament the last of its kind.

“NZR wants regular opportunities for All Blacks and Black Ferns sevens players to play at home in front of our fans, and with that in mind we are now beginning to explore other potential avenues to achieve this in the future.”

Confirmed hosts, competition dates and a new brand identity for the new series will be announced in the coming months.

All seven rounds of the new series would feature combined men’s and women’s events.

Meaning the men’s series would reduce from 16 to 12 teams, aligning with the Olympic competition model and bringing the number of men’s and women’s teams even, while allowing for more optimal match scheduling opportunities.

The Sevens in Wellington in 2017.
Photo: Photosport

An annual Grand Finale event would take place in the seventh round, with the top eight ranked teams after six rounds compete to be crowned Series champions, while the teams ranked ninth to 12th will join the top four ranked teams from the Challenger Series in a relegation play-off competition which will see four teams secure their places in the next edition of the series.

The four unsuccessful teams will go into regional competitions to qualify for the next Challenger Series, which comprises of 12 men’s and 12 women’s teams competing in the second level of international rugby sevens.

Men’s and women’s teams would receive equal participation fees, with a 70 percent increase in World Rugby’s investment in participation fees in the new model.

The transformed series’ hosting model will see World Rugby EventsCo assume greater responsibility for the delivery of the events, working in partnership with host organisations.

World Rugby said the new series followed a widespread and comprehensive consultation process, involving representatives from participating teams, existing tournament hosts, player welfare representatives and fans.

World Rugby Chief Executive Alan Gilpin said the reimagined series would be a “game-changer” for the global growth of the game.

“Research insights have demonstrated that sevens plays a vital role in reaching and engaging new rugby fans, particularly in emerging rugby nations and with younger audiences.

“World Rugby is fully committed to the sustainable growth, innovation and success of rugby sevens as a highly impactful and successful Olympic sport with a bright future.”

Fiji celebrate their second straight Hamilton 7s title.
Photo: Mike Lee – KLC fotos for World Rugby

World Rugby chief revenue and fan engagement officer Richard Heaselgrave said the aim of the remodelled series was to generate greater revenues to reinvest in performance and more engaging and entertaining event experiences for fans in the stadium, interacting online or watching on broadcast around the world.

“Fans will be at the heart of the action as the series will chase the sun, mixing the best of sport and entertainment to create unmissable live event experiences with a festival atmosphere in seven iconic global destinations, which will broaden rugby sevens’ appeal and attract new audiences.

“The series has a great opportunity to develop world class events that integrate top level sport, live music, culinary experiences, retail, art, culture and mass participation, providing fans with the flexibility to watch, play and engage across a range of event experiences.”