Rugby sevens set for significant commercial boost thanks to innovative London event

The London City 7s founder believes the event can help give rugby sevens a much-needed commercial boost by bringing the sport into the heart of the City.

Dan James sees a unique opportunity to unite top-level rugby, businesses and new audiences under one roof when the tournament returns to the Honourable Artillery Company on Thursday.

And for James, he wants the event to become a significant fixture for both the sporting and business calendars and sees the collaboration as central to growing the game.

“Rugby, and rugby sevens in particular, has always had a problem with properly commercialising itself,” he explained. “What we’re trying to do is give it a really good foundation to grow into a really serious on-pitch product.

“But for that to happen, we’ve got to connect with the London business network. We’ve got to connect with sponsors and the right partners who believe in the sport and want to be involved in it.

“For our partners like Wedlake Bell, they’re able to bring their clients and their audience, and it seamlessly integrates the business element of the event with the sporting element. And that’s key. This is just as much a business event as it is a sporting event. And we’ve packed Thursday out with some of London’s leading businesses throughout our hospitality and in our audience. So, it should be a great day.”

Born in the heart of the Square Mile, the London City 7s launched in May 2025 with the aim of bringing world-class sevens rugby back to London after the removal of the European leg from the World SVNS Series calendar.

And once again, London City 7s, which is sponsored by Wedlake Bell, promises to bring together world-class rugby sevens teams, including the likes of two-time defending Investec Champions Cup champions Union Bordeaux-Bègles, Perpignan and the Barbarians, business networking and an unforgettable live-event experience.

The inaugural event saw Harlequins edge out a Saracens side which featured England star Noah Caluori, to claim the first title in front of 3,000 corporates at the iconic HAC. With 11 teams competing across men’s and women’s competitions, the event delivers a full day of fast, high-scoring rugby, with pool stages leading through to knockout action and the finals under lights.

The day will begin with the Sport x Business Conference at 9am, before the main event kicks off when gates open at 11am, culminating in the grand finales at 8pm.

Peter Skinner, Business Development and Marketing Director at Wedlake Bell, added: “What we saw was a really great opportunity with Dan and London City 7s to bring something new to the City. It’s a fantastic, iconic venue at the HAC, but it’s also something that contributes to the players of tomorrow and the talent of tomorrow, not just today.

“We saw Noah Caluori burst onto the scene last year in an incredible final between Harlequins and Saracens, and it really set the scene for us.

“That’s why we’re supporting the sevens and supporting this event again after we did last year too. It dovetails really nicely with what we’re about here at Wedlake Bell in terms of excellence and quality, and particularly about talent and providing the best we can.”

London City 7s is world-class rugby sevens on your doorstep, fast, high-scoring action with great food, drink and an electric City crowd. A premium day out, whether you're a die-hard fan or here for the occasion. Buy tickets here