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Robin Heymann

With the late night floodlit finals, catwalk models, Sky Sports cameras, and some of the most decorated sevens players around, it would be fair to say the ‘Roma Seven’ isn’t your run of the mill burger and chips club tournament. Last weekend (5/6th of June) we once again saw teams hailing from five continents heading to a city sometimes referred to as the ‘City of Seven Hills’ for one of the major events in the calender.

I say ‘event’, because for many the post party rivals the rugby for importance such is the show tournament organiser Fabrizio Bernardi and the rest of his committee put on. The only difference this year was a change in location. Normally the tournament is held in the ‘Stadio dei Marmi’, a brilliant setting in the shadow of the grandeur of the Olympic Stadium. Yet with the latter recovering from hosting the Manchester United/Barcelona Champions League Final with Stadio dei Marmi used for hospitality a new area was found in the more low key Stadio dell' Acqua Acetosa.

It’s a brutally hectic schedule that runs from early morning into the enchanting Roman night, with 72 matches squeezed into two days. Defending champions, Felpharma British Army, were back to defend their crown missing a host of key players and this seemingly showed as they laboured in their first few games going down 19-26 to little known Le Onde and getting past Selezione Italiana (17-14) by the skin of their teeth.

Two of this years major stars on show were from the Roma Seven Invitation side including IRB Sevens stars Tomasi Cama and Solomon King. The Kiwis oozed class in helping their side over wins against the London Visigoths, Selezione Italiana, and the Army themselves at the beginning of Day 2 as the Pools stages came to a culmination. Stellenbosch University, runners up from last year, were back again and looked very convincing and ruthlessly clinical in putting aside Rugby Dubai (42-0), Clandestinos (42-14) and a extremely impressive demolition of the International Marauders 52-7.

One of the tightest games of the day saw Fiji Uprising, full of confidence after their win in Brighton the week previous, who overcame Samurai International 12-5 on Day 1. The Gilbert Stoned Pups, despite losing early on to ‘Seven Kings – Golden Lions’ built on their momentum they had generated in Amsterdam to qualify for the Cup last 8 with good wins over Union Rugby Capitolina, Kukri Marauders, and Mel’s Exiles – who themselves included the ‘retired’ Waisale Serevi.

The French and Italian teams also impressed in booking their places in the Cup Quarters. In that last 8 it was Roma Seven who faced a tough task in France 7 but managed to scrape through 22-14 whilst Samurai’s disappointing weekend was summed up in their 24-14 loss to Mel’s Exiles, whilst losing key man Carl Murray with a nasty injury just before the half time hooter. This was especially satisfying for the Exiles as Samurai had taken them down in Amsterdam and Serevi and Lepani Nabuilwaga proved the difference.

Stellenbosch’s students again raised the bar high in 24-19 win over a courageous Italy, whilst Stoned Pups churned out a dramatic golden try win over a gallant Fiji Uprising resort (17-12). With the late-night games generating an electric vibe inside the ground for the semi-finals the scene was set and the standard of rugby likewise seemed to improve. The now obvious crowd favourites, Roma Seven, faced a spiky and committed Stoned Pups (whose traditional pink kit fits nicely into the prestige of the tournament) who certainly caused a stir but Roma Seven managed to win through 22-12.

It proved one step too far for Mel’s exiles though with perhaps Stellenbosch’s fitness the telling factor in another high tempo game; the South Africans excelling 26-7. And so onto La Finale where I think most in attendance would be in agreement that the best two sides met in what was difficult to call on paper. The Stellenbosch students with the best defence and organisation in the competition fuelled by the desire to avenge their defeat in last year’s final or the invitational all-stars of the Roma Seven with the smatterings of that ‘X Factor’ a side requires to come through a tournament of this magnitude.

And so a tight affair it really proved with the 10 minute halves giving licence for some entertaining rugby, the scores locked at 21-21 at full time. Eventually it was the Roma Seven who snuck the Banca Fideuram Roma Seven Cup to send the crowd into raptures with a golden try. A thrilling end for the finale with the clocks well past midnight! Despair for the students who for the second year in succession lost out marginally, but what a state South African sevens is in currently with the next batch seemingly on hand to make the step up to international level.

In the Ladies competition, Samurai were able to take some solace from the weekend with a hard fought victory against Wooden Spoon in an competitive final, 10-0. The two sides have been dominant throughout the European season but it was Samurai’s impressive technique and sevens nous that proved the key determent with Rochelle Clark outstanding throughout.

Despite the increasing attention and love for Italian rugby, one has to be realistic when it comes to the number of spectators you expect to fill out its rugby events. With the Six Nations games in Rome often failing to hit its maximum capacity trying to sell an invitational 7s tournament must also be difficult. The crowds would often pick up post 6pm, especially on ‘knock-out’ Saturday when the now renowned party kicks off bringing some of Rome’s most glamourous residents into the mix. With sunkissed, leggy models mixing in with the crowd, this was ‘sexy rugby’ at its best.

The Hospitality Village is a buzzing area lodged in the heart of the venue, with an exclusive area devoted to the guests of the event acting as an ideal point of reference for partners and the general public. A Gala Dinner in the best Anglo-Saxon tradition is also dished out to more than 200 people at the tribune of the Vip Village in some first rate Corporate Hospitality.

The official ‘after-party’ marks the culmination of a period sporting excellence in the city following the International Tennis Tournament and the “Piazza di Siena” horse show. The party kicks off in the aftermath of the awards ceremony, with seven of the hottest DJs spinning amongst a surfeit of champagne.

Aside from the partying another feature which Bernardi seems to pull off with aplomb is the sponsorship side of things. With an established structure of a global and institutional sponsor backed up by a plethora of other technical and media partners, it makes for an impressively tight ship commercially. The major sponsor is Banca Fideuram which as you would expect received optimum coverage. In such turbulent economic times it’s a credit to the committee that they have the trust and loyalty of such numerous companies that they are still prepared to invest their Euros. Much of this comes down to Bernardi himself, laying claim to be one of the most well connected people I know with a remarkably bulging facebook friends tally of 5000!

And how is the tournament received outside of the event itself? The answer is very well with a diverse range of media used to broadcast, market, and raise awareness of the event. The obvious major weapon in it’s armory is Italian Sky Sports continued ‘Live’ coverage of the event giving four hours air time of the quarters, semis, and of course finals. Further to this there are radio ‘spots’ on the local airwaves of stations such Radio Globo and Radio Dimensione Suono a useful medium to help give exposure and build momentum.

There's a dedicated PR and Press office focus that very much taps into conveying rugby as a novel sport for the Italian sports enthusiast, all this in a world class international sporting city with the event seen as an elegant sought-after socialising area. The wily marketing by Barnardi has manifested itself in various ways, particularly for example the ‘I Love Roma Seven’ logo, emblazoned online and at the event itself, becoming a major image associated with the event.

So where realistically can this tournament go? Well as far as Baranrdi is concerned the long term vision is to host an IRB World Series tournament in Rome. Back at Viale dello Stadio dei Marmi this could be a definite possibility with the stunning Monte Mario and 60 white marble statues lending some historic sophistication to the IRB.

It’s a feasible option but would require a huge tourist drive to pull in British and French punters who would of course love an opportunity to combine a visit of the Eternal City with some rugby – who wouldn’t?! It’s a pipe dream for the moment though, albeit a feasible one, with so many other premier tournaments knocking on the IRB's door it’s difficult to guess who will get the nod.