Ultimate Sevens Is Reworking Rugby for a New Generation

Ultimate Sevens is introducing its new Championship with a message designed to challenge how the sport is viewed: “Don’t Call It Rugby.”

The new global campaign positions Ultimate Sevens as a faster, more modern evolution of Rugby Sevens, built to connect with younger audiences who may see the traditional game as slow or overly traditional. According to research shared by the organization, 47% of people aged 19 to 24 believe rugby is “too traditional,” while 41% consider it slow compared to other sports.

Ultimate Sevens aims to address those perceptions through a condensed competition format featuring straight knockout play, rolling substitutions, dynamic goal-kicking options, and shorter playing windows. The goal is to maintain the speed and physicality of Sevens while presenting it through a more accessible, entertainment-led live experience.

The campaign film stars Henry Hutchison, Maddi Levi, Manu Moreno, and Thalia Costa, with messaging including “Don’t call it a kick-off, when it’s a show starter” and “Don’t call it old-school, when we’re creating the next move.” The Championship will also offer equal billing across the men’s and women’s competitions.

Beyond the action on the pitch, Ultimate Sevens plans to combine elite competition with music, culture, lifestyle, and fan-focused experiences. Its first four European events will take place in Leganés-Madrid, Cardiff, Biarritz, and Brentford-London.

“Don’t Call It Rugby” will roll out globally across digital content, storytelling, and live activations as Ultimate Sevens looks to build a broader audience around the short-form game.

Aside from Rugby, the gridiron-ready Nike Vaporposite Cleats are dropping in July 2026.