Sydney 7s Re-positions Brand, Aims for New Audiences

he HSBC Sydney 7s rugby tournament has a new corporate identity and has launched a new campaign, ‘Get Your Game On’, to promote next year’s event.

Sydney creative agency Digilante created the campaign, which attempts to broaden the appeal of the event in spite of this year’s tournament selling out.

The rebrand comes in the wake of a lukewarm reception to Rugby Australia’s corporate makeover, also by Digilante, that drew the ire of one rugby fan and branding expert on AdNews.

Digilante says it has positioned Sydney 7s as “a young, fun and more spontaneous sporting event, and focused on the concept of ‘transformation’ for both Sydney as a destination and the colourful, party experience at the event – they described this as ‘The 7s Effect’”.