PR push for Ultimate Rugby Sevens as the sport wins place at 2016 Olympics

Global rugby promoter Ultimate Rugby Sevens (UR7s) has hired PR support as it aims to capitalise on the sport winning a place in the programme for the 2016 Olympic Games earlier this month.

On 2016 Olympic programme: rugby sevens
On 2016 Olympic programme: rugby sevens

The sports promoter has called in Braben's sports division to handle corporate and consumer PR activity.

Rugby Sevens expects to experience explosive growth over the next few years in the build up to its debut at Rio de Janeiro 2016.

‘The International Olympic Committee's (IOC) decision to inc­lude Rugby Sevens in the Rio 2016 Olympics is massive for rugby as a global sport,' said UR7s founder Tim Lacey. ‘It will be the first time rugby has appeared in the Olympics for more than 90 years. This shortened form of the game has always been popular and this decision gives us the opportunity to help increase its reach and profile with Braben's support.'

Braben was appointed after handling a one-week project for UR7s leading up to the IOC's decision to include the sport at the beginning of October.

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