THE BOYS ARE BACK IN TOWN
Emirates Airline Dubai Rugby Sevens 2011
Sponsors’ Report
Contents 2
Introduction
4
Results
10
Sponsorship
12
Sponsor awards and activities
14
Advertising campaign
18
Public relations campaign
21
Website
22
Media relations
26
Accredited media
28
TV distribution
30
Official functions
32
On site at the tournament
1
Introduction Emirates Airline Dubai Rugby Sevens 2011 story of success
The 2011 Emirates Airline Dubai Rugby Sevens was once again a spectacular event, combining incredible on-pitch action with top-class off-pitch entertainment to produce a weekend to remember. Over 100,000 fans descended on The Sevens stadium for the three-day festival of rugby which coincided with the 40th anniversary celebrations of UAE National Day. And they witnessed a piece of history in the making as the UAE fielded its own national side for the first time. Also, not only did the event attract a record number of Invitation sides but for the first time in the tournament’s history, it included an IRB-sanctioned women’s event which saw the best women’s teams in the world taking each other on in the IRB Women’s Sevens Challenge Cup. And while the world’s finest men’s and women’s Sevens stars battled it out on pitch, the rugby village was packed with even more sponsor stands and fun activities than ever before with exciting activities to keep all ages entertained. The Air BP Family Stand meant families could enjoy the weekend together in a family-friendly environment, and the fans certainly got their money’s worth in terms of excitement on the pitch. Tournament mascots Saba’a and Scrummy were once again a huge hit with the kids while the new troupe of Aggreko Dynamos proved immensely popular with their acrobatic routines in between matches. The thrilling rugby action certainly had the fans cheering throughout the weekend with England securing top honours in the Cup competition for a second consecutive year, with a 29-12 victory over final new-comers France.
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It was the Canadian women who took the Cup title in the women’s competition, with a 26-7 victory over England in their final. Australia claimed the men’s Plate, with a last-gasp 17-14 victory over South Africa, while Scotland powered their way to top honours in the Bowl final with a 26-0 victory over the USA. And it was Samoa who had to settle for the Shield with a 31-17 win over Kenya. The celebrations continued well into the night as the Million Dollar Band kept the crowds singing along at the Rugby Rock concert, bringing the curtain down on a fantastic tournament, which broke a world record for the number of live hours of TV coverage broadcast to an incredible 149 countries across the globe.
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Results (Men) Pool tables and scores
4
Pool A
W
D
L
Fiji
3
0
0
Argentina
1
1
Samoa
1
UAE
F
A
+ PTS
Pool B
W
D
L
F
A
+ PTS
114 21
93
9
South Africa
3
0
0
74
17
57
9
1
108 75
33
6
New Zealand
2
0
1
76
28
48
7
1
1
97
26
6
Portugal
1
0
2
24
58 -34
5
0
0
3
19 171 -152 3
United States
0
0
3
17
88 -71
3
Fiji
31
14 Samoa
New Zealand
5
21 South Africa
Argentina
73
7
UAE
United States
10
12 Portugal
Samoa
28
28 Argentina
South Africa
36
7
United States
Fiji
43
0
UAE
New Zealand
31
7
Portugal
Samoa
55
12 UAE
South Africa
17
5
Portugal
Fiji
40
7
New Zealand
40
0
United States
Pool C
W
D
L
F
A
+ PTS
Pool D
W
D
L
F
A
+ PTS
England
3
0
0
91
24
67
9
Wales
3
0
0
62
33
29
9
France
2
0
1
65
34
31
7
Australia
2
0
1
78
52
26
7
Zimbabwe
1
0
2
21
74 -53
5
Scotland
1
0
2
38
52 -14
5
Kenya
0
0
3
22
67 -45
3
Canada
0
0
3
33
74 -41
3
France
12
29 England
Wales
33
14 Australia
Kenya
5
21 Zimbabwe
Scotland
19
14 Canada
England
19
12 Kenya
Australia
24
12 Scotland
France
26
0
Zimbabwe
Wales
15
12 Canada
England
43
0
Zimbabwe
Australia
40
7
Canada
France
27
5
Kenya
Wales
14
7
Scotland
71
Argentina
Cup, Plate, Bowl and Shield Competitions
Cup Winner
England Cup Final England
France
29 - 12
Cup Semi Final Fiji
12 - 19
Cup Semi Final
England
Argentina
5 - 24
France
Cup Quarter Finals Fiji
34 - 7
Australia
England
10 - 7
New Zealand
Wales
5-7
Argentina
Plate Semi Final Australia
South Africa
5 - 19
France
24 - 12
Kenya
Plate Semi Final
26 - 12 New Zealand
Wales
7 - 22
South Africa
Plate Final Australia
17 - 14
South Africa
Australia Plate Winner
Bowl Winner
Scotland Bowl Final USA
0 - 26
Scotland
Bowl Semi Final Canada
17 - 33
Bowl Semi Final Scotland
USA
19 - 17
Portugal
Bowl Quarter Finals Samoa
17 - 26
Canada
Zimbabwe
7 - 41
USA
Scotland
40 - 5
UAE
Shield Semi Final Samoa
21 - 12
Portugal
Shield Semi Final
Zimbabwe
UAE
5 - 35
Kenya
Shield Final Samoa
26 - 0
Kenya
Samoa Shield Winner
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Result (Women) IRB Women’s Sevens Challenge Cup Pool tables and scores Pool A Australia Canada Spain Brazil
Australia
12
5
Spain
Pool B
Canada
31
0
Brazil
USA
Brazil
England
Australia
40
0
Canada
19
14 Spain
South Africa China
Australia
7
14 Canada
Spain
19
0
USA
22
10 South Africa
England
26
15 China
USA
14
7
England
22
19 South Africa
South Africa
28
14 China
USA
0
31 England
Brazil
Cup and Plate Competitions
Cup Winner
Canada Cup Final Canada
England
26 - 7
Cup Semi Final Canada
36 - 0
Cup Semi Final
USA
England
Plate Semi Final Spain
22 - 14
Australia
Plate Semi Final
China
South Africa
Plate Final Spain
28 - 0
South Africa
Spain Plate Winner
6
12 - 10
19 - 5
Brazil
China
7
International Invitation Men Trophy: Dubai Samurai 29 - 21 HFW Wailers
Invitation Tournaments International Social Trophy International Social Plate International Open Men Trophy International Open Men Plate International Open Women Trophy International Open Women Plate International Invitation Men's Trophy International Invitation Men's Plate International Invitational Women Trophy International Invitational Women Plate International Veterans Trophy International Veterans Plate Gulf Veterans Trophy Gulf Veterans Plate Gulf Men's Social Trophy Gulf Men's Social Plate
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HLG Larrikins 17 – 21 Hollywood Sevens Wyvern Harlequins 33 - 7 Moscow Dragons Reservoir Group Pyrenees 7s 29 - 0 Move One Rhinos RAF Spitfires 14 - 7 Black Stallions Olimp 14 - 5 Moody Cows RSA Expat Old Girls 17 - 19 Burevestnik Dubai Samurai 29 - 21 HFW Wailers GAC Stockholm Exiles 5 - 27 Enisey - STM Maple Leafs 5 - 17 Netherlands Tuks Ladies Rugby 26 - 21 Kenya Lionesses CNCF Vets 28 - 0 Xodus Steelers BHC Slammers Exiles 0 - 21 Racing Vets Doha Dogs 0 - 12 Abu Dhabi Harlequins Vets Muscat Vets 10 - 12 Dubai Exiles Vets Dubai Dingoes 31 - 19 Emirates Flying Muppets Barasti 38 - 0 Beaver Nomads
Gulf Under 18 Girls Trophy: English College 15 - 14 Dubai Exiles
Gulf Men's Open Trophy Gulf Men's Open Trophy Plate Gulf Under 18 Boys Trophy Gulf Under 18 Boys Plate Gulf Women's Trophy Gulf Women's Plate Gulf Men's Trophy Gulf Men's Plate Gulf Under 18 Girls Trophy
Jeddah 0 - 29 Multiplex Marauders Muscat 2 5 - 29 Damascus Zenobians British School Al-Khubairat 0 - 26 Dubai College Muscat Pirates 22 - 5 Dubai Exiles Jebel Ali Dragons Ladies 29 - 19 Abu Dhabi Harlequins Women Sharjah Wanderers Ladies 14 - 0 Doha Ladies Jebel Ali Dragons 1 29 - 7 Abu Dhabi Harlequins 1 Dubai Wasps 10 - 31 Jebel Ali Dragons 2 English College 15 - 14 Dubai Exiles
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Sponsorship
Official Suppliers
Affiliate Sponsors
Team Hosts
Media Partners
Main Sponsors
Title Sponsor
Sponsors and partners behind the success of the Emirates Airline Dubai Rugby Sevens 2011:
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Sponsor awards and activities Airbus – Top Try-scorer Award Scotland’s Andrew Turnbull was awarded the top try-scorer award by Alexandra Kaoukji from Airbus. Turnbull notched up an impressive total of 10 tries over two days, two clear of his nearest rival, helping Scotland to victory in the Bowl competition.
Emirates Airline - Best and Fairest Team Award Gary Chapman, President Group Services and dnata, Emirates Group presented the Zimbabwean side with the Best and Fairest Team Award for proving to be the team that displayed the highest level of sportsmanship throughout the course of the tournament.
Crowne Plaza / 7 DAYS – Star of the Tournament Matt Turner who scored two tries in the final as the England team claimed their second consecutive Dubai victory was named as the Crowne Plaza / 7 DAYS Star of the Tournament. The winner was selected by the crowd via an SMS promotion and the award was presented to Turner by Mark Rix CEO of 7 DAYS and Tom Lord, acting General Manager of Intercontinental Hotels Group, Crowne Plaza.
Rugby Village The activation in the village was better than ever with more sponsors recognising the numerous benefits of an interactive stand in the village in generating public interest and boosting brand awareness. Their activations offered a variety of activities to keep spectators interested and entertained by offering giveaways as well as enticing the crowd to enter an assortment of competitions with plenty of fabulous prizes on offer. Many of these activations were also extended into the stands and onto the pitch. The children enjoyed the usual hugely popular array of jumping castles and inflatable games and also found plenty on offer from the sponsor stands in the village. • The 7 DAYS front page photograph stand, which encouraged the public to pose for photos in front of a mock-up of the newspaper’s front page, was particularly striking, as was their folded paper hat competition. This promotion also involved the 7 DAYS sofa which provided VIP seating for their readers.
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• Meanwhile Coca-Cola made plenty of noise with their Dubai Drums initiative while also encouraging the public to be environmentally friendly with a unique recycling device. • DHL activated a rugby passing challenge and distributed their usual brightly coloured cheersticks which have become a wonderfully popular addition to the tournament over the years. • dnata hosted an interactive rugby challenge in the village as well as running a popular ‘scream for your team’ competition in the stands throughout the tournament. This involved selecting the best dressed supporters to enjoy a bit of pampering on the dnata VIP couch. • Once again HSBC hosted their always-impressive Premier Suite in the village area which offered VIP hospitality to their valued customers while also catering for children with fun sporting activities. HSBC also sponsored the mini tag rugby event on pitch 1 which took place on the Saturday of the tournament and involved promising young talent from the region. • Land Rover returned to the village with their fun scrum competition and this year also sponsored a seating area overlooking Pitch 2 to highlight the Range Rover Evoke cars. Land Rover also held a Big Boot competition on pitch 1 during the course of the weekend which pitted selected club rugby players against each other in a kicking competition. • Heineken offered a popular new shaded wine bar overlooking pitch 2 where picnics were served and spectators could relax to enjoy the rugby. They also introduced a Cider extreme bar behind the BP stand and of course served up the usual Heineken tent that is ever popular with the crowds. • The Xerox stand ran the ‘Seen at the Sevens’ fancy dress competition, encouraging the public to attend the tournament in fancy dress and have their photos taken at the stand to have the chance to win great prizes, while also offering some fun activities for the children • The inflatable Emirates ‘Tryline Tussle’ was again a favourite with aspiring young rugby players while Dubai Duty Free conducted a raffle to win a luxury car. The Scottish team were on hand to conduct the draw and select a winner. • The Times partnered with Dubai Eye to run a ‘Face in the Crowd’ competition featuring all the best fancy dress outfits on the big screen. • What’s on had their colourfully branded booths selling official programmes and also ran the ever-popular big ball crowd surfing competition. Crowne Plaza built a Golf Green in the village for the public to try their luck at attempting a hole in one. OSN displayed some of the new television series coming to the Middle East.
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Advertising Campaign Print advertising As a follow-on from 2010’s film-themed advertising, the 2011 campaign focused on song titles with the lead advertisement entitled “The Boys are Back in Town” – so highlighting the fun, social side of the tournament. The campaign began with the start of ticket sales on October 2 and the theme was featured prominently in partner media publications, online and on radio and TV.
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Emirates Airline Dubai Rugby Sevens Launch by 7 DAYS
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A mini tournament pocket guide was produced in the weeks preceding the tournament, highlighting key information on the event such as, location map, participating teams, where to purchase tickets, transport details, frequently asked questions and a site map highlighting cash points, food and beverage outlets, restrooms, first aid and merchandise. Pocket guides were distributed through participating ticket outlets, rugby clubs, sport bars and during the event.
A concerted effort was also put into a five-week Facebook advertising campaign leading up to the tournament which was targeted to users in the UAE alone. As a direct result, the number of visitors to the tournament website that were referred from Facebook increased to 12,189 (compared to 2906 referrals during the same period in 2010 when no Facebook advertising was employed). Referrals to www.dubairugby7s.com:
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Leaflets, posters and rugby cut outs Tournament collateral was printed and distributed to key points such as rugby clubs, bars, restaurants and ticket outlets including Emirates Headquarters, dnata Travel Centres, 7he Sevens, Costa outlets, Virgin Megastores, Enoc petrol stations and MMI stores across Dubai.
Local newspaper partner: 7 DAYS 7 DAYS provided higher than agreed coverage for the event in terms of advertising space. They also provided strong editorial coverage with their specially produced Sevens supplement which received excellent feedback. This was distributed before and during the Sevens.
International newspaper partner: The Times This publication provided the tournament with International appeal and the coverage in advertising and editorial reached a segmented target market.
Local publisher: Motivate What’s On provided strong editorial coverage and the advertising was carried through a number of the Motivate lifestyle magazines. Motivate also provided match planners to keep the spectators informed.
Radio Partner: ARN Apart from airing regular 30 seconds advertisements for the tournament, official radio partner Arabian Radio Network (ARN) successfully promoted ticket sales and created excitement in the build-up to the event through running numerous competitions across Dubai Eye, Virgin and Dubai 92. Stations also aired live and pre-recorded interviews in the preceding weeks and then broadcast live during the tournament from the new and improved corporate hospitality village.
TV partner: OSN New tournament partner OSN provided the tournament with excellent advertising coverage during the IRB Rugby World Cup and in the weeks prior to the tournament.
Total media partner value: Media
Amount
Local Newspaper - 7 DAYS
Dh
1,500,000
International Newspaper - The Times
Dh
750,000
Publisher - Motivate
Dh
367,000
Radio - ARN
Dh
1,100,000
TV - OSN
Dh
2,000,000
TOTAL
Dh
5,717,000
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Public Relations Campaign The public relations campaign was launched on October 3, when tickets went on sale. This saw PR activities taking place every weekend up to the tournament to promote the event.
Community Activities Promotional activities were arranged to coincide with major Rugby World Cup matches, when hostesses handed out flyers to promote the Emirates Airline Dubai Rugby Sevens in popular bars across the city such as Bidi Bondi, Irish Village and Nezesaussi. Both Barasti and Nezesaussi also ran food promotions during this period where patrons could win tickets to the tournament and the inflatable passing challenge was used in further promotions at Barasti and Irish Village. Tournament mascot Saba’a took a tour on the Big Bus around Dubai to raise awareness of the event. This was followed up with another city tour with the new Aggreko Dynamos who attracted great interest on the bus, also handing out flyers and mini-cards to the public. The new Aggreko Dynamos also conducted several radio interviews promoting the tournament (one of which was a live appearance on Dubai Eye’s The Grill live at Barasti) and also participated in a photo shoot at iFly Dubai. These photos were then distributed to both local and international press as well as being posted on the Facebook page. Other pre-tournament photo shoot promotions involved the Kenyan team visiting Ski Dubai and the Australian women’s team paying a visit to the Dubai Creek Dolphinarium.
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Schools Activities Over 20 Dubai schools took part in various exciting activities in the build-up to the tournament. These included a fun activity sheet for juniors and a song title-themed competition for the seniors. The primary school winner came from Horizon School and the secondary winner from Emirates International School. Many of these schools also hosted the Emirates Airline Dubai Rugby Sevens passing challenge for the day, accompanied by promoters handing out flyers, mini-cards and prizes of caps, and t-shirts.
Other Activities The Passing Challenge drew sizable crowds at Sunset Beach in Jumeirah on the weekends preceding the tournament. Saba’a and Scrummy also made sure the kids were entertained while hostesses made sure the public were informed about the tournament. Saba’a and Scrummy also took part in the JESS Night Market which proved to be a resounding success in terms of promoting the tournament to a key target market.
Tournament anthem For the first time in tournament history, an official anthem was commissioned. Popular locally-based band, Juliana Down were brought on board to write the anthem which was then released on partner radio stations. This was widely promoted in the build-up to the tournament with regular air-play as well as being used in radio and TV advertisements. A music video was also created which was distributed on YouTube and was also used during the Opening Ceremony. The anthem was well-received and was played live by the band at Rugby Rock on the Friday night.
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Malls Both Virgin Megastore and Costa were used frequently throughout the build-up to the tournament as bases from which to promote the event within Dubai Mall and Mall of the Emirates. Hostesses were employed to hand out flyers and mini-cards while tournament mascots Saba’a and Scrummy also got in on the fun – making regular appearances at both malls to raise awareness and build excitement.
Facebook campaign In addition to the five-week Facebook advertising campaign, the tournament Facebook page was developed even further in 2011 to become more interactive than ever before with photos, video clips, competitions and promotions running throughout the promotional campaign. This also became a valuable platform to immediately disseminate information and for the public to ask questions regarding the tournament which were immediately answered by the social media team.
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Website The tournament website www.dubairugby7s.com continued to attract a growing number of visitors with 158,735 visits in the period between September and December 2011. This was an increase of 25,450 visits during the same period in 2010.
158,735 visits from 188 countries
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Media Relations Organisers worked closely with both local and international media to promote and publicise the Emirates Airline Dubai Rugby Sevens as widely as possible. This resulted in extensive coverage across print, radio, TV and online with an even stronger presence in social media, thanks to a constantly updated interactive Facebook page.
Press Conference As in previous years, the pre-tournament press conference was held on the Wednesday before the start of the tournament. This was held at Crowne Plaza, Dubai Festival City and was attended by over 50 members of the media. Speaking at the press conference were representatives from the IRB, Emirates, UAE Rugby and several coaches of the leading sides.
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International media Once again the tournament received strong global coverage thanks to the invitation extended by Emirates Airline to a number of international journalists who travelled to Dubai from England, Scotland, South Africa, New Zealand, Argentina and Kenya.
Media centre and photographers room A crucial part of the favourable coverage of the tournament depends on the smooth running of the Media Centre and Photographers Room. These centres provided a base from which the local and international journalists and photographers could work and receive up to date information, match sheets, results and other details. A team of media liaisons and volunteers ensured the seamless dissemination of this information while also taking care of any media enquiries and interview requests.
Editorial campaign The editorial campaign for the 2011 Emirates Airline Dubai Rugby Sevens began in August with the announcement of the tournament dates. This began a regular flow of press releases, both English and Arabic, which were distributed locally and internationally, so ensuring a huge press coverage in print, radio and TV and online.
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Accredited Media
Over 200 members of the media were accredited to cover the Emirates Airline Dubai Rugby Sevens 2011. These included the following publications and organisations:
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Local:
Discover Dubai
MOJEH Magazine
7 Days
Dubai 92
Motivate Publishing
Africa Media Online/ Fujairah
Dubai One TV
My Dubai My City
Observer
Dubai Sport Channel
NPI
Ahlan English/ITP
DXBPICS
OK! Middle East Magazine
Al Bayan
Emirates 24|7
Outdoor UAE
Al Emarat Al Youm
Ertebat Magazine
Radio 1 - Gulf News Broadcasting
Al Ittihad
Eye of Dubai
Read (Dubai Metro)
Al Khaleej
Grazia Magazine
Safar Magazine
Alrroya Aleqtissadiya
Gulf News
Sport360
ANP
Gulf News Tabloid
Sportdxb
Arabian Business
Harpers Bazaar Arabia
Stuff Magazine
City 7 TV
ITP
Style Middle East
City Times
Kanoo World Traveller
Talkaboutmedia
Connector
Khaleej Times
The Gulf Today
Cosmopolitan
Live Work Explore
The National
Time Out Dubai
Asia Business Channel
Rugby Magazine
Total Sport magazine
Associated Press
Samurai International
TTN (Travel and Tourism News )
Bayt Lothan
Sky Sports
UAE Sport Guide
Buenos Aires Herald
Sports News Arena
What’s On/ Hello!
Eye of Riyadh
Sunday Times
Women's Health & Fitness
Getty Images
SuperSport.com (South Africa)
Xpress
Hindustan Samachar
Supersport International TV
Kawalis Magazine
Telegraph Media Group
Le Mag Du Golfe
The Times
Media 24 (South Africa)
The World of Sensations
International:
New Television of Kuban
Thomson Reuters
Aigle Sport
Novoe Business channel
Time Out Bahrain
AFP
Press Association
Total Rugby
Al Jarida Newspaper
ProRugby magazine (Russia)
www.rugby15.co.za
Al Watan
Radio Sport (New Zealand)
www.arfu.com
Arab News (Saudi)
Rugby Ecosse
XINHUA News Agency
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TV Distribution
TV coverage of the Emirates Airline Dubai Rugby Sevens – and the HSBC Sevens World Series continues to grow. 2011 saw an unprecedented number of viewers tuning in to catch all the action in Dubai. In 2011 there was an increase over 2010 of 64 hours that reached an extra 30 countries and 74million homes which broke a world record for the number of live hours of TV coverage broadcast to an incredible 149 countries across the globe.
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Country / Region
Broadcaster
Notes
Middle East
Dubai Sports Channel
Took all matches Live on DSCH2 from the 2 days. This is for their Terrestrial and Satellite channel
Middle East
OSN
Took Both days live and giving 103 ad spots during the whole coverage
SA and Pan Africa
MNET + Supersport
Took all matches 1 to 45 over the 2 days including the Women’s coverage plus the 26 mins highlights programme
New Zealand
Sky NZ
Took all matches 1 to 45 over the 2 days including the Women’s coverage
New Zealand
TV NZ
Took all matches 1 to 45 over the 2 days including the Women’s coverage and making their own highlights programme
UK
Sky Sports
Dubai - Friday: 0900-1600, Saturday: 0700-1700. Also 2 hour Finals Day Highlights Sunday 4th 1800-2000 + 3 repeats
Wales
S4C
Took 26 mins highlights tape
USA
NBC Universal
Took from IWCSF 1- Match 45 Live
Pan Asia
ESPN STAR
Took Live matches 41-45 + highlights tape (New Live takers this year)
Hong Kong
TVB
Took 26 mins highlights tape
Australia
Fox Australia
Took Day 2 Live
Russia
Sport TV
Took the 26 mins highlights
Croatia
CRU
Took the 26 mins highlights
Worldwide
Transworld Sport
3-5 mins news –3rd Dec
Worldwide
BBC Worldwide
3-5 mins news –3rd Dec
Worldwide
SNTV
3 mins news – 3rd Dec
UK
News 24
3-5 mins news – 3rd Dec
Worldwide
Reuters
3-5 mins news – 3rd Dec
Country / Region
Broadcaster
Notes
Worldwide
EBU
3 mins news – 3rd Dec
UK
Sky News
3 mins news – 3rd Dec
Brazil
Band Sport
Took Matches IWC1 – Match 18 Match 20-IWC10 Match 29- Minis and 39-45 LIVE (New Live takers this year)
Mexico
TDN
Took Live Matches 32-45 (New Live takers this year)
Portugal
Sport TV
Took live matches 5-8 13-16 17-19 20 -24 Plus Portuguese matches on day 2 and 41-45 plus the highlights tape
Latin America
ESPN Sur
Took all Argentinean matches plus 39-45 + 26 mins highlights tape
Japan
Jsports
Took 26 mins highlights programme
Canada
Rogers Sports Net
Took Both Days Live plus half hour highlights (New Live takers this year)
Tonga
Digicel
Took all matches 1-45 LIVE
Fiji
Fiji TV
Took all matches 1-45 LIVE
American Samoa
PCS
Took all matches 1-45 LIVE
Samoa
SBC
Took all matches 1-45 LIVE
Solomon Islands
Solomon Telekom
Took all matches 1-45 LIVE
Papua New Guinea
PNG
Took all matches 1-45 LIVE
Cook Islands
Cook Islands TV
Took all matches 1-45 LIVE
Fiji
Fiji Radio
Taking all match commentary Live
Niue
Niue Broadcasting
Took all matches 1-45 LIVE
Israel
Ananey
Took 26 mins highlights tape
Romania
Sportklub
Live Matches 41-45 (New Live takers this year)
Poland
Sportklub
Live Matches 41-45 (New Live takers this year)
Hungary
Sportklub
Live Matches 41-45 (New Live takers this year)
In-flight
Emirates
Took half hour highlights show
India,Pakistan
Ten sports
Took half hour highlights show (New taker this year)
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Official Function
Players Party The official pre-tournament players party was once again a huge success. Over 400 guests gathered on the lawns at the Skyy-line Bar at Crowne Plaza. The event was attended by the 16 IRB teams and officials taking part in the tournament and for the first time also, the eight teams participating in the IRB Women’s Sevens Challenge Cup. Part of the evening’s entertainment included a performance by the new Aggreko Dynamos as well as a striking performance by the Tannura dancer
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Function
Emirates Airline Rugby Long Lunch Emirates Airline hosted its annual gathering of rugby faithfuls with the Emirates Airline Rugby Long Lunch taking place on November 10. The hugely popular event once again proved to be a resounding success with rugby stars Matt Giteau and Scott Quinnell keeping the 700-strong audience enthralled with rugby anecdotes and opinions. This annual event consistently proves to be a highlight of the rugby calendar in Dubai and 2011 was no different as the duo had the crowd hanging on every word. Giteau talked about growing up in a Rugby League-crazy family and his experiences as part of the Australian squad, while also touching on his disappointment at being omitted from the team for Rugby World Cup 2011 and giving his take on the recently competed IRB World Cup tournament. Giteau, who hails from Sydney, has represented Australia in 92 Tests and two previous World Cups. Having made his debut against England in 2002, he was named as one of the five best players in the world in 2004.
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Onsite at the tournament
Corporate Hospitality The completely-transformed corporate hospitality area was hugely popular with VIP guests who enjoyed the new layout of the tented area. Sponsors and corporate guests could enjoy the rugby action in style while also entertaining their guests in the new communal garden areas.
On-pitch Entertainment 2011 saw the introduction of a new Aggreko Dynamos group of entertainers from Scotland who brought a fresh approach to the on-pitch entertainment with a troupe of eight women and four men. Once again MC Dave Crane and his highly experienced team kept the party going and there were plenty of fun activities in the stands and on the big screen to keep the crowds entertained. The opening ceremony was once again a true celebration of the game with locally-based children involved in the spectacle which also included a local flavour – to celebrate the 40th anniversary of UAE National Day. Both the men’s and women’s international teams were joined by families who had earned their spots representing the teams through a radio promotion on Dubai 92. They all paraded as the new tournament anthem ‘Your Time is Now’ rang out across the stadium.
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Rugby Rock Fans were once again treated to some top-class entertainment once the matches had come to an end with the ever-popular Rugby Rock keeping the party going on both Friday and Saturday nights. On Friday, Dubai-based rockers Juliana Down performed the first ever official tournament anthem – ‘Your Time is Now’ – live before Kiwi band CVE took to the stage for the rest of the evening. Saturday saw Dubai diva Salha and her Million Dollar Band serving up another fantastic performance to keep the crowds partying well into the night.
Transport Once all the action and entertainment came to an end, hundreds of free buses were on hand to transport fans from 7he Sevens back to several convenient locations across Dubai. These location were: Dubai Media City, Crowne Plaza Dubai Festival City (family drop-off points), Barasti, Nezesaussi (Old Town), Irish Village and Chi @ The Lodge.
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