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#Post#: 154112--------------------------------------------------
Ultimate Sevens: New Championship confirms major sports-wear
deal for 2026 launch
DIR By: Rugbycat
Date: May 13, 2026, 4:13 am
---------------------------------------------------------
Ultimate Sevens have landed a major commercial boost ahead of
their highly anticipated launch in 2026, after confirming a
landmark partnership with global sportswear giant Reebok. The
iconic brand will become the Official Kit Partner of the new
franchise-based rugby sevens competition, supplying all match
kits, training wear and fan merchandise for the tournament’s
inaugural season.
Ultimate Sevens is aiming to shake up the rugby landscape with a
fast-paced, entertainment-driven format designed for a new
generation of supporters. The competition will feature six
franchises competing across four cities over four weeks,
bringing together many of the world’s top men’s and women’s
sevens players in one global event.
The organisers say the league is built around innovation, fan
engagement and creating a “best versus best” environment within
the sevens game. Reebok’s involvement marks the first major
commercial partnership announced by Ultimate Sevens, with the
sportswear company joining as one of the competition’s founding
“Playmakers”.
As part of the agreement, Reebok will create bespoke playing
kits and apparel collections designed specifically for the new
tournament, while also running the league’s official online
store and handling retail operations on match days. The
partnership signals a significant statement of intent from
Ultimate Sevens as it looks to establish itself as a fresh force
in the global rugby market.
he organisers believe the collaboration with Reebok reflects a
shared ambition to modernise rugby sevens and connect with
younger audiences through a more digital-first and
entertainment-focused approach. Ultimate Sevens is set to launch
in Europe in 2026, with further details on teams, venues and
player signings expected to be announced over the coming months.
John Carden, CEO of Sports Hub Group, operating partner for
Reebok Team Sports, added: “We’re thrilled to partner with
Ultimate Sevens at such a pivotal moment. Ultimate Sevens
represents the future of rugby – dynamic, inclusive, and built
for a new generation of fans. We’re excited to bring our
performance expertise and cultural influence to a championship
that is redefining the sport on a global stage.”
Barney Pascall, Managing Director of Ultimate Sevens said:
“Having such an iconic brand as Reebok on board from day one is
a huge statement of intent for Ultimate Sevens. Their heritage
in performance sport, combined with a fresh, modern design edge,
makes them the perfect partner as we build the championship. We
can’t wait to unveil the kits and bring this collaboration to
life when we launch in September 2026.”
For more information and the latest news on Ultimate Sevens,
visit the website and follow the official Instagram page.
HTML https://www.ruck.co.uk/ultimate-sevens-new-championship-confirms-major-sports-wear-deal-for-2026-launch/
#Post#: 154115--------------------------------------------------
Re: Ultimate Sevens: New Championship confirms major sports-wear
deal for 2026 launch
DIR By: Brown Bottle
Date: May 13, 2026, 6:34 am
---------------------------------------------------------
It's hard to believe this is actually a thing. Their website is
a facade with minimal information and a registration of interest
form.
But, on there they say there will be 6 clubs (with men's and
women's teams) and they will play "Straight knockout, weekly
Thursday night events" in 4 European cities.
How do you do a straight knockout with 6 teams?
#Post#: 154117--------------------------------------------------
Re: Ultimate Sevens: New Championship confirms major sports-wear
deal for 2026 launch
DIR By: Rugbycat
Date: May 13, 2026, 7:00 am
---------------------------------------------------------
--- Quote from: Brown Bottle link ---
>
> It's hard to believe this is actually a thing. Their website
is a facade with minimal information and a registration of
interest form.
>
> But, on there they say there will be 6 clubs (with men's and
women's teams) and they will play "Straight knockout, weekly
Thursday night events" in 4 European cities.
>
> How do you do a straight knockout with 6 teams?
>
--- End Quote ---
If you click on the BIA link, they also have a one page website,
that has links to Sunderland AFC and the World supercross
championship that are dead.
The two people named on the website are the owners of Sunderland
football club.
A Force For Change in sport.
Bia Sports was founded to supercharge sports and their fan
communities.
Bia Sports focuses on investment opportunities in emerging and
established sports. Targeting opportunities where it creates
exponential growth through leveraging its purpose-built platform
to drive accelerated business outcomes, synergy realisation and
the development of new and exciting fan experiences.
Established by successful investors and entrepreneurs Kyril
Louis-Dreyfus and Juan Sartori, with an industry-leading
management team, Bia Sports is primed to deliver the next
generation of sporting experiences.
#Post#: 154121--------------------------------------------------
Re: Ultimate Sevens: New Championship confirms major sports-wear
deal for 2026 launch
DIR By: never sleep
Date: May 13, 2026, 8:00 am
---------------------------------------------------------
But - Is this any different from the events that already happen
with teams like Ramblin' Jesters, Penguins, Speranza22, etc.?
#Post#: 154124--------------------------------------------------
Re: Ultimate Sevens: New Championship confirms major sports-wear
deal for 2026 launch
DIR By: Brown Bottle
Date: May 13, 2026, 8:18 am
---------------------------------------------------------
--- Quote from: never sleep link ---
>
> But - Is this any different from the events that already
happen with teams like Ramblin' Jesters, Penguins, Speranza22,
etc.?
>
--- End Quote ---
I've never heard of them either. What events do they play in?
#Post#: 154125--------------------------------------------------
Re: Ultimate Sevens: New Championship confirms major sports-wear
deal for 2026 launch
DIR By: Rugbycat
Date: May 13, 2026, 8:19 am
---------------------------------------------------------
--- Quote from: never sleep link ---
>
> But - Is this any different from the events that already
happen with teams like Ramblin' Jesters, Penguins, Speranza22,
etc.?
>
--- End Quote ---
Who knows, as there is zero information, but you can buy a
Reebok replica shirt of a team, that has never been heard of.
What could go wrong.
#Post#: 154126--------------------------------------------------
Re: Ultimate Sevens: New Championship confirms major sports-wear
deal for 2026 launch
DIR By: Fearless Fred
Date: May 13, 2026, 8:35 am
---------------------------------------------------------
According to CityAM, they plan on launching the competition on
Thursday:
--- Quote ---
> The Ultimate Sevens franchise project will today announce
Reebok as its title kit sponsor, City AM can reveal.
>
> The project – dubbed by some as the R360 of the rugby sevens
world – will launch on Thursday with teams and players confirmed
in London.
>
> The long-term plan will see franchises sold off, similar to
other start-up sport franchise projects such as The Hundred and
NBA Europe.
>
> And the organisation behind the competition, Sunderland AFC’s
Bia Sports Group, has signed on kitmaker Reebok as an early
partner.
>
> Ultimate Sevens describes itself as “a bold reimagining of
rugby sevens”.
>
> “Fast-paced, franchise-based, and built for a digital-first
generation it features six clubs competing across four cities
over four weeks,” it added.
>
> “The competition will unite the world’s best men’s and women’s
players in one electrifying, high-intensity format, launching in
Europe in 2026.”
>
> Barney Pascall, managing director of Ultimate Sevens, said:
“We can’t wait to unveil the kits and bring this collaboration
to life when we launch in September 2026.”
>
> Bia Sports Group’s chief executive, Tom Burwell – who is now
in charge at the Premier League football club – told City AM
last year that the new league would look to build on the proven
popularity of sevens in Britain demonstrated by the now defunct
London leg of the World Sevens and the JP Morgan Sevens that
involved Prem Rugby clubs a decade ago.
>
> It is understood that Ultimate Sevens will value its teams in
the single-figure millions when they eventually go to market.
>
> The launch of the sevens project comes after the inability of
R360 – a 15s franchise project backed by Mike Tindall and former
Bath captain Stuart Hooper – to get off the ground.
>
> Bia Sports Group is also invested in the World Supercross
Championship.
>
> John Carden, CEO of Sports Hub Group, operating partner for
Reebok Team Sports, added: “Ultimate Sevens represents the
future of rugby – dynamic, inclusive, and built for a new
generation of fans.
>
> “We’re excited to bring our performance expertise and cultural
influence to a championship that is redefining the sport on a
global stage.”
--- End Quote ---
#Post#: 154128--------------------------------------------------
Re: Ultimate Sevens: New Championship confirms major sports-wear
deal for 2026 launch
DIR By: Brown Bottle
Date: May 13, 2026, 8:54 am
---------------------------------------------------------
--- Quote from: Fearless Fred link ---
>
> According to CityAM, they plan on launching the competition on
Thursday:
>
>
--- End Quote ---
And both articles say it will also launch in September 2026 -
presumably they mean the actual playing rugby bit. Their website
says launching in August 2026.
#Post#: 154131--------------------------------------------------
Re: Ultimate Sevens: New Championship confirms major sports-wear
deal for 2026 launch
DIR By: never sleep
Date: May 13, 2026, 12:23 pm
---------------------------------------------------------
--- Quote from: Brown Bottle link ---
>
> I've never heard of them either. What events do they play in?
>
--- End Quote ---
They are the sort of teams that play in tournaments like London
City 7s and London Floodlight Sevens and the many other sevens
tournaments that happen in European cities during the off
season. I know that Ghent in Belgium hosts a very big sevens
tournament every year.
#Post#: 154132--------------------------------------------------
Re: Ultimate Sevens: New Championship confirms major sports-wear
deal for 2026 launch
DIR By: Brown Bottle
Date: May 13, 2026, 2:02 pm
---------------------------------------------------------
--- Quote from: never sleep link ---
>
> They are the sort of teams that play in tournaments like
London City 7s and London Floodlight Sevens and the many other
sevens tournaments that happen in European cities during the off
season. I know that Ghent in Belgium hosts a very big sevens
tournament every year.
>
--- End Quote ---
Thanks. There used to be a hockey team called Penguins like that
- I think.
Well, is this any different? For an event that will redefine
rugby for a new audience with global stars it seems rather
underwhelming to me. Perhaps one of the cities is Ghent.
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