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Tom Chick

It’s that time of year again and the IRB Sevens World Series is upon us once more. This weekend sees the first leg of the circuit get underway and, with a 40th anniversary to celebrate, the Dubai Sevens is set to be the best yet.

Not only is it the first IRB tournament since the announcement that Sevens will be an Olympic sport, but there are no less than 164 teams battling it out in 11 tournaments at the Sevens – the venue which crowned Wales and Australia Rugby World Cup Sevens champions in March.

That event certainly got the juices flowing with all four of the favourites in the men’s competition getting downed in the quarter-finals, meaning four different continents were represented in the semis –something the IOC delegates present would certainly have noted.

The RWC Sevens in Dubai was always going to be entering the history books due to the inclusion of the inaugural women’s competition, but the nature of the rugby on offer and the passionate fans that packed out the Sevens meant that it was a breathtaking event that will live long in the memory of Rugby Sevens fans.

Fast-forward eight months and those very fans are back again, plus a few more, ready in waiting for something just as special – and whilst most headlines will be around whether South Africa can retain their title, who the next rising star could be or what impact the Olympic decision may have, we take a look at what goes on behind the scenes to ensure the rugby is at its very best.

Months of planning

With Dubai fast becoming the Mecca for major sporting events, the Dubai Tennis Championships and Golf Championships (coincidentally the other sport to be granted Olympic inclusion alongside Rugby Sevens) demonstrate the ability the country has to host major sporting events.

But of course these tournaments don’t run themselves, and the Dubai Sevens is no different. With more than 2000 players expected to play in the 11 different tournaments this weekend and competition expected to be tougher than ever, the planning has been in progress for months.

“We had a targeted marketing, advertising and PR campaign that kicked-off months in advance of the tournament,” said tournament director Donal Kilalea.

“We had the Emirates Airline Dubai Rugby Sevens Long Lunch – which traditionally marks the launch of the campaign and this year we had two incredible speakers, with Willie John McBride and Colin Meads keeping the over 700-strong audience entertained.

“Our PR campaign involves running several exciting competitions in the local schools as well as reaching out to the community with numerous fun activities run in Dubai’s shopping malls and popular bars. We have also made use of social networking sites such as Facebook, with regular updates sent out to the numerous followers and fans of the tournament.”

Promo Sevens, contracted by Emirates Airline to assist with the logistics, operations, venue set-up, sponsorship, marketing, PR and media relations, are one of the main protagonists behind these initiatives, but Kilalea is also well aware that without the many volunteers the event attracts, it would not be possible to be run so smoothly.
“We could not possibly run this tournament without the host of volunteers and supporters of rugby that come on board to help out. There are well over 300 volunteers, ball boys/girls, referees and admin staff involved,” added Kilalea.

“My role as Tournament Director is very much ensuring that I keep up with the organisational team that keep me on my toes at all times. The event is a success due to the whole team and volunteers who spend hours on the event and many lost weekends.”

As the first leg of the IRB Series, one might wonder whether the tournament director feels any extra pressure to ensure the 11th version of the World Series gets off to a flyer. With unprecedented exposure expected this weekend you wouldn’t blame him but an experienced campaigner such as himself has little doubt it will be a success once more.

“There is no extra pressure – our main focus is to put on a successful event which is enjoyed by the thousands of fans and players that attend,” said Kilalea.

“It is particularly exciting that the tournament will be celebrating its 40th anniversary this year – something that is testament to the great deal of hard work and dedication of many people over the years, and of course to the involvement of Emirates Airline since 1987.

“We have planned a special 40th anniversary exhibition in the rugby village to mark the occasion and many people will find it hard to believe just how far the tournament has come when they see some of those photos from a few decades ago when the teams were still playing on sand pitches.”

40th anniversary

So what can we expect from an event that keeps being voted Dubai’s favourite sporting event - apart from some Europeans heading to Dubai to escape the winter chill.

New stars will be born, upsets will occur and the winner will take confidence into George - but it is not just about the main international competition as the Dubai Sevens is the only leg of the IRB Sevens that has a massive club invitational tournament running concurrently.

Outside of whether Kenya will continue to have success in Sevens, the impact William Ryder will have for Fiji or what difference full-time contracts will have for Scotland, fans will also be treated to great rugby in the other 10 tournaments.

Ranging from the BARLA GB Lions, one of only a handful of rugby league sides to play in Dubai, and the SA Marauders (essentially the SA Vipers) to the Bone Steelers and Christina Noble Vets, all tournaments will provide some exhilarating rugby and add to the carnival atmosphere.

As if that wasn't enough, PromoSevens have lined up some other guests to ensure everyone is entertained from start to finish - although I wouldn't have thought that would be to hard.

As in previous years, there will be a dedicated children’s area with plenty of fun activities such as bouncing castles and other inflatable games, the passing challenge, face painting and a creche area for the younger ones.

There will also be numerous exciting activities available to the older fans too. On the pitch the man who has once again been handed the task of getting the party going is presenter Dave Crane, who will be heading up the team of entertainers at the Dubai Rugby Sevens for the ninth time this year.

“I am blessed to be part of an amazing team. It’s just an incredible atmosphere and there is no bigger party anywhere else in the Middle East and it’s brilliant to be a part of that,” said Crane.

Fancy dress is one of the most popular themes at Sevens events around the world and Dubai will be no different with the return of the hugely popular Austin Powers character who will be entertaining the crowds with his on-pitch antics between matches.

“I'm really looking forward to being at the Dubai Rugby Sevens again. It's an exciting tournament with friendly crowds. I love it there and always have a good time,” said Gary Brown AKA Austin Powers.

“I have been twice before in 2002 and 2003. From my experience it's the amazing ambience of not only the crowd and the tournament but also what Dubai has to offer as a destination. Hopefully there will be a lot of crowd participation in singing and dancing, and I’m expecting people to dress up a lot more,” added Brown.

The always-popular Aggreko Dynamos cheerleaders will also be back this year to entertain the crowds with their acrobatic dance routines on the pitch.

“This year we have some new faces, new songs and some serious gymnasts amongst the group. I can’t wait to get my girls out there performing to an awesome crowd and alongside all the fantastic rugby,” said Amber Field, director and choreographer of the Aggreko Dynamos.

For those who can’t make it down to The Sevens, the tournament will be screened live on Showtime and Dubai Sports as well as numerous other stations across the world. From the Cook Islands to Romania and Brazil, fans will be tuning in to watch the action unfold in Dubai. Last year’s IRB Sevens World Series was televised in a record 139 countries, reaching a potential audience of 750 million people.