Ultimate Sevens, the ambitious new rugby sevens franchise project, is set to announce Reebok as its title kit sponsor on Tuesday, City AM can exclusively reveal. The project, which some observers have dubbed the R360 of the rugby sevens world, will officially launch on Thursday in London, unveiling the participating teams and players.
Long-Term Franchise Model
The long-term vision for Ultimate Sevens involves selling off franchises, drawing comparisons to other start-up sports franchise initiatives such as The Hundred in cricket and the proposed NBA Europe. The organisation behind the competition, Bia Sports Group—which also owns Sunderland AFC—has secured early backing from kit manufacturer Reebok as a key partner.
Bold Reimagining of Rugby Sevens
Ultimate Sevens describes itself as “a bold reimagining of rugby sevens.” According to the organisers, it is “fast-paced, franchise-based, and built for a digital-first generation,” featuring six clubs competing across four cities over a four-week period. The competition aims to unite the world’s best men’s and women’s players in one electrifying, high-intensity format, with the inaugural season launching in Europe in 2026.
Leadership Comments
Barney Pascall, managing director of Ultimate Sevens, expressed enthusiasm about the partnership: “We can’t wait to unveil the kits and bring this collaboration to life when we launch in September 2026.” Tom Burwell, chief executive of Bia Sports Group—who also serves as chairman of Sunderland AFC—told City AM last year that the new league would build on the proven popularity of sevens in Britain, as demonstrated by the now-defunct London leg of the World Sevens and the JP Morgan Sevens, which involved Premiership Rugby clubs a decade ago.
Team Valuations and Market Context
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 failure of R360, a 15-a-side franchise project backed by former England rugby star Mike Tindall and ex-Bath captain Stuart Hooper, which never got off the ground.
Bia Sports Group also holds investments in the World Supercross Championship. John Carden, CEO of Sports Hub Group, the 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.”
