Cathay ramps up Hong Kong Sevens push for 50th anniversary

Cathay has extended its long-running “Nobody Does Rugby Like Hong Kong” platform ahead of the Cathay/HSBC Hong Kong Sevens, marking the tournament’s 50th anniversary.

Taking place from 17–19 April 2026 at Kai Tak Sports Park, the event will see Cathay Pacific return as co-title sponsor and official travel partner.

The latest work leans into Hong Kong’s reputation for excess and energy, positioning the Sevens as more than a sporting event, but a global cultural moment.

The campaign began last December when Cathay “crashed” the original home of rugby at Twickenham Stadium’s iconic pub The Scrummery, famous for its match-day parties. In a stealth rebrand during the Autumn Internationals, the venue became “The Hong Kong Scrummery”, showing UK fans that Hong Kong doesn’t just match their rugby passion - it takes it to the next level.

The campaign started by posing a question: do Hongkongers sometimes take things just a bit too far? And could that be the secret sauce that elevates the Cathay/HSBC Hong Kong Sevens from a sporting fixture into a cultural phenomenon unlike any other?

The launch film features a Hong Kong Sevens-obsessed coach whose fiery pep talks reverberate across the globe, rallying players and fans to embrace the spirit of the tournament.

With fan traffic reaching up to 50,000 on match days, Cathay saturated the venue with Hong Kong Sevens energy. Coasters with QR codes unlocked early-bird offers, while boarding-pass-style handouts guided fans on their way to the stadium, helping drive website traffic and package bookings.

“Cathay sponsored the very first Hong Kong Sevens tournament in 1976 and has been a travel partner and title sponsor ever since,” said Ed Bell, general manager, brand, insights and marketing communications at Cathay.

“For decades, our brand has helped to build Hong Kong’s local rugby culture, while flying in overseas fans to experience what’s become the biggest rugby party on the planet.

“‘Nobody does rugby like Hong Kong’ is as true as it ever was, but we’ve taken it to new heights for the tournament’s 50th anniversary.”

“We didn’t set out to make another rugby campaign, but to express a Hong Kong truth: the city doesn’t just host the sport, it pushes it over the edge,” said João Braga, global executive creative director at Publicis Groupe Hong Kong.

“At 3am on a Tuesday, the city is just hitting its stride. We wanted this campaign to behave the same way: fast, loud, and impossible to ignore. If it feels a little excessive, that’s exactly the point.”

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