OS Studios Partners with Ultimate Sevens to Reimagine Rugby Sevens for a New Generation of Fans
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A new championship. A new approach to fan engagement. A new vision for rugby sevens.
In 2026, rugby sevens enters a new era.
OS Studios is proud to partner with Ultimate Sevens, the new global rugby sevens championship launching across Europe this summer with an ambitious goal: to reimagine how rugby is experienced, broadcast, distributed and consumed by modern audiences.
As part of the partnership, OS Studios will lead live broadcast production, creator integration, content ecosystem development and fan experience strategy as Ultimate Sevens prepares to bring the sport to a new generation of fans.
Building the Future of Rugby Broadcast and Fan Engagement
Sports audiences are evolving.
Fans increasingly expect more than a traditional broadcast. They want behind-the-scenes access, creator-driven content, social-first storytelling, interactive experiences and year-round engagement with the athletes and teams they follow.
Ultimate Sevens has been built with those expectations in mind.
Launching as a new global rugby sevens championship, the competition will feature six clubs, men’s and women’s competitions, four tournaments across Europe and a Grand Final at Brentford FC’s Gtech Community Stadium in London. The championship has been designed from day one to deliver a modern sports entertainment experience for fans around the world.
For OS Studios, the opportunity extends beyond producing a sporting event.
It is about helping shape a new model for how rugby can connect with audiences across live broadcasts, social platforms, creator communities, digital channels and in-venue experiences.
Creator-Led Coverage Meets Live Sports Production
A key component of the partnership is the integration of creators directly into the Ultimate Sevens ecosystem.
Alongside world-class live sports production, Ultimate Sevens will feature creator-driven content initiatives and dedicated fan engagement experiences designed to bring supporters closer to the action than traditional sports coverage allows.
OS Studios will support:
- Live broadcast production
- Sports content creation
- Creator integration strategy
- Fan engagement initiatives
- Digital content ecosystems
- Social media content production
- Sports marketing and audience development
- Event presentation and live experiences
- Rugby media production
- Multi-platform content distribution
The objective is simple: create a rugby experience that feels native to modern audiences while celebrating everything that makes sevens one of the most exciting formats in global sport.
Why Rugby Sevens Is Ready for Growth
Rugby sevens has become one of the fastest-growing formats in world rugby.
Its pace, accessibility and condensed format make it uniquely suited to modern media consumption habits, while its inclusion in the Olympic Games has helped expand awareness and participation globally.
Ultimate Sevens aims to build on that momentum through an innovative competition structure, world-class athletes and a fan-first approach to content and distribution. The championship has been developed specifically to attract new audiences while creating additional opportunities for players, partners and commercial stakeholders.
As media rights, streaming platforms and digital communities continue to reshape the sports landscape, leagues that successfully combine competition, culture and content will be best positioned for long-term growth.
A New Chapter for Sports Entertainment
At OS Studios, we believe the future of sport sits at the intersection of:
- Live sports broadcasting
- Fan engagement
- Creator culture
- Digital content
- Community building
- Experiential marketing
- Sports technology
- Audience development
Ultimate Sevens represents an opportunity to bring those disciplines together around one of the world’s most dynamic sports.
We’re excited to work alongside the Ultimate Sevens team as they launch a new global championship and help showcase what the future of rugby can look like.
The first tournament begins later this year, marking the start of a bold new chapter for rugby sevens and sports entertainment alike.