Hong Kong \u2013 Celebrating 50 years of the Hong Kong Rugby Sevens, Cathay has returned with the latest \u2018Nobody Does Rugby Like Hong Kong\u2019 campaign\u2014showcasing how in Hong Kong, everything, even rugby, is taken a little too far.<\/p>\n
Created in partnership with Leo Hong Kong, the campaign builds on the city\u2019s reputation for doing nothing halfway. From a small fishing village to a global financial powerhouse, Hong Kong has also grown from having no rugby at all to becoming the heartbeat of the sport.\u00a0<\/p>\n
For this milestone year, Cathay tasked Leo Hong Kong with taking the long-running campaign to the next level. The agency explored whether Hong Kongers sometimes push things a little too far\u2014and whether that drive is what has transformed the Cathay\/HSBC Hong Kong Rugby Sevens from a sporting event into a global cultural phenomenon.<\/p>\n
Jo\u00e3o Braga, Global Executive Creative Director at Publicis Groupe Hong Kong, explained, \u201cWe didn\u2019t set out to make another rugby campaign, but to express a Hong Kong truth: the city doesn\u2019t just host the sport; it pushes it over the edge. Just like it does to everything and everyone who passes through it. At 3am on a Tuesday, the city is just hitting its stride. We wanted this campaign to behave the same way: fast, loud, and impossible to ignore. If it feels a little excessive, that\u2019s exactly the point.\u201d<\/p>\n<\/p>\n
The campaign features a launch film starring a Sevens-obsessed coach whose fiery pep talks span the globe, rallying players and fans alike to embrace the tournament\u2019s spirit.<\/p>\n
The campaign began in December with a high-profile activation at Twickenham\u2019s iconic The Scrummery, the historic pub near Twickenham Stadium known for its match-day parties. In a stealthy rebrand during the Autumn Internationals, the pub was temporarily renamed \u2018The Hong Kong Scrummery\u2019, signalling to UK fans that Hong Kong doesn\u2019t just match their rugby passion\u2014it amplifies it.<\/p>\n<\/p>\n
During match days, foot traffic reached up to 50,000, with Cathay saturating the venue with Sevens energy. From coasters featuring QR codes for early-bird discounts to boarding passes handed out to fans en route to the stadium, the activation successfully drove website traffic and package bookings.<\/p>\n
Edward Bell, General Manager, Brand, Insights, and Marketing Communications at Cathay, said, \u201cCathay sponsored the very first Hong Kong Sevens tournament in 1976 and has been a travel partner and title sponsor ever since.\u201d For decades, our brand has helped to build Hong Kong\u2019s local rugby culture while flying in overseas fans to experience what\u2019s become the biggest rugby party on the planet. \u2018Nobody Does Rugby Like Hong Kong\u2019 is as true as it ever was, but we\u2019ve taken it to new heights for the tournament\u2019s 50th anniversary.\u201d\u00a0<\/p>\n
The Cathay\/HSBC Hong Kong Sevens returns from 17\u201319 April 2026 at the world-class Kai Tak Sports Park. As co-title sponsor and official overseas travel partner, Cathay offers flight, ticket, and accommodation packages now available at Cathay.com.<\/p>\n","protected":false},"excerpt":{"rendered":"Hong Kong \u2013 Celebrating 50 years of the Hong Kong Rugby Sevens, Cathay has returned with the latest…\n","protected":false},"author":2,"featured_media":588827,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[567],"tags":[22955,64,63,35819,287751,287753,1689,287754,287752,760,85],"class_list":{"0":"post-588826","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-rugby","8":"tag-anniversary","9":"tag-au","10":"tag-australia","11":"tag-campaign","12":"tag-cathay","13":"tag-cathay-hsbc-hong-kong-rugby-sevens","14":"tag-film","15":"tag-hong-kong-rugby-sevens","16":"tag-leo-hong-kong","17":"tag-rugby","18":"tag-sports"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/588826","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=588826"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/588826\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/588827"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=588826"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=588826"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=588826"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}