Hong Kong Sevens celebrates 50th anniversary with global campaign

As the Cathay/HSBC Hong Kong Sevens approaches its 50th anniversary this April, Hong Kong China Rugby has launched a global campaign to generate excitement for the event and celebrate its legacy in Hong Kong.

Also known as "Here for the long game: The 50th anniversary of the Cathay/HSBC Hong Kong Sevens”, the campaign is done in collaboration with creative agencies Handl Media and Yellow Door Studio. It will run for three months, starting in early 2026, building momentum leading up to the tournament.

The campaign is rooted in the belief that the Hong Kong Sevens is a unifying event for the city, its people, and the global rugby community. For 50 years, fans, teams, and partners have filled Hong Kong with colour and tradition, bringing the Sevens to the world stage. The story flows between memory and momentum, connecting past and present. Each element reflects a narrative that began 50 years ago when the Sevens was introduced to the world. Ultimately, the campaign emphasises a simple truth: this is more than just a tournament; it’s a legacy and a commitment to the long game ahead for the Sevens.

Additionally, the campaign seeks to ⁠drive ticket sales and participation by reinforcing the Sevens as a bucket-list experience.

As part of the campaign, a video celebrating the emotional power of nostalgia has been rolled out, transporting audiences through five decades of unforgettable moments. By highlighting the history, the fans, and the essence of the Hong Kong Sevens, the video honours the people who have shaped this event. The video is distributed across social media platforms, the tournament website, newsletters, and shared by players, partners and ambassadors. By leveraging a mix of social media, digital ads, and physical promotions, the campaign seeks to ensure that it reaches audiences where they are most active.

The campaign has also employed a multi-channel approach to maximise reach and engagement. This includes out-of-home (OOH) advertisements on billboards and digital screens in prominent locations across Hong Kong, as well as in-stadium promotions featuring the video on big screens to create an immersive experience. Additionally, targeted digital and social ads are used to enhance engagement.

This diversified approach ensures that we reach both local and global audiences while maintaining a strong presence across physical and digital touchpoints. Paid digital and social ads are strategically targeted based on audience behaviours, interests, and demographics, allowing us to optimise for ticket sales and engagement. 

Don't miss: Carlsberg elevates HK7s experience with exclusive 'First cheers edition'

Running from 17 to 19 April,, the Hong Kong Sevens 2026 will feature 30 teams competing in 72 games. The city will also host the first of three World Championship rounds, featring three days of competition with the world's top 12 men’s and 12 women’s teams.

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