During a weekend in early April, some 40,000 rugby fans and revellers a day will head to the city’s largest, most highly anticipated sporting event-turned-street carnival: the Cathay/HSBC Hong Kong Sevens. For some, it is the highlight of the international rugby season: it is estimated that almost half of the visitors going to the three-day tournament fly in from overseas, and if they come via Cathay Pacific’s flight + event ticket package, they can secure a coveted ticket for the event.
Those heading to the Sevens this year, which takes place April 5 to 7, can expect one of the most exciting tournaments yet, as co-title sponsor Cathay celebrates 30 years of world-class rugby and spectator revelry at the Hong Kong Stadium. This year 14 nations, including previous big winners New Zealand and Fiji, will be bringing their men’s and women’s teams for the main competition. Meanwhile, the best of Asia will compete in the new Melrose Claymores competition, when the Hong Kong, China men’s team face China and Japan while the women’s team compete against Thailand and China.
Since the first tournament in Hong Kong in 1976, the Sevens has become the city’s most recognised sporting event that is as much a carnival as a world-class tournament. The atmosphere begins in the city’s streets, when costumed spectators – herds of Hello Kittys, cavemen, Pokemon and Teenage Mutant Ninja Turtles, and a host of others in fancy dress – make their way to the stadium, many heading to the famous South Stand, where the Sevens’ most ingeniously dressed and liveliest revellers set about partying and watching the action on the pitch. Whichever section of the stadium fans choose, it is always an exhilarating weekend for all ages to enjoy.
Cathay kicked off the festivities in mid-March by launching its latest campaign, “That’s What We Call a Seven”, focusing on the way the spirit of the Hong Kong Sevens has hit a “perfect score” in people’s hearts. Contributing to this spirit are the teams’ on-pitch performances, the crowning of the champions, Cathay cabin crew interacting with Sevens fans during breaks between the matches, and the fun and games to be had in the corporate boxes. This mix of passionate supporters, top-notch hospitality and high-octane on-pitch action helps create an atmosphere that keeps Sevens fans returning again and again, with the event embedded in the city’s DNA.
This year, Cathay is launching a series of initiatives to help fans celebrate the spirit of the tournament and create memories, while paying homage to Hong Kong’s unique attributes.
Badge of honour
In the lead-up to and during the course of the tournament, members of the public can collect exclusive Hong Kong Sevens badges created especially for the event by Cathay. They act as a way of rating teams, as well as sharing personal experiences with other enthusiasts, and can be shared with fans and exchanged with Cathay mascots. The badges showcase milestones of the tournament over the last 30 years, as well as quintessential Hong Kong icons such as egg tarts, lion dances and tai chi.
From March 29 to April 7, the Cathay pop-up booth at Causeway Bay’s Hysan Place gives members of the public the chance to take part in games and win prizes such as exclusive badges or giant inflatable hands to take to the tournament. There will also be a themed Hong Kong Sevens backdrop and props so fans can make the most of wearing a fun Sevens costume.
On the weekend of the Sevens, spectators can record their experiences by taking photos at the Cathay photo booth at the stadium, and also get a chance to win limited-edition badges and tattoo stickers, or grab a set of last-minute giant inflatable hands.
Cathay’s rugby ball mascot squad will also be roving around the stadium, offering spectators more opportunities to go home with souvenirs by snapping a selfie with them or beating them in a game of rock, paper, scissors. There are eight badges in total, including one special edition made in collaboration with co-title sponsor HSBC. Spectators are encouraged to complete their set by exchanging duplicates with other ticket-holders in the stadium.
An oversized rugby ball is a key theme of this year’s event: expect to see it at major landmarks and transport hubs across Hong Kong, in addition to social media platforms and special events.