ABOUT ULTIMATE SEVENS

Born Fast. Made for Now

Rugby Sevens. Why Now?

Together with BIA Sports Group, we have taken this legacy sport, with its history and heritage, and built a platform that will elevate it for modern sports consumption.

The future is fast. The way modern fans want to experience sports has changed forever. Attention spans are shorter, but intensity and the want to connect is higher. The sports that will thrive are those that can deliver emotion at speed. Short, sharp and unforgettable

Sevens was born fast. An Olympic sport built perfectly for these times. Skill, space, and athleticism compressed into an explosive format. Bold characters, strong teams, fierce competitors.

This is Ultimate Sevens. The best players in the world. 6 elite clubs – each with their own identity. A new Championship format. Knockout matches, breathless moments

Our time is now.

This is Sevens, in a new light

REGISTER YOUR INTEREST

A NEW LIGHT

THE TEAM BEHIND ULTIMATE SEVENS

BACKED BY BIA SPORTS GROUP

Barney Pascall
Managing Director
Barney is an experienced founder and executive with a proven track record of building, scaling and operating successful businesses. With deep roots in rugby sevens, including leading the UK’s largest rugby sevens academy, he brings the vision, networks and drive behind Ultimate Sevens.
Tom Mitchell
Sport & Innovation Director
Tom is one of the most respected figures in international rugby sevens, having captained England for 10 years. Today, he brings that elite playing experience into broadcast, performance and leadership, working across governing bodies, unions, elite sport and business programmes.
Chris Cracknell
Director of Global Academies
Chris is an Olympic gold medal winning coach and former international rugby player with a powerful network across the global game. He has designed and led elite coaching and executive performance programmes, bringing a rare blend of sporting excellence, leadership and player development.
Anji Udeshi
Fan Growth & Fan Engagement Director
Anji is an experienced marketing and digital leader with a track record of delivering large scale digital strategies, fan growth programmes and revenue generating platforms globally. She brings deep expertise across marketing, digital, content and fan experience, helping build Ultimate Sevens as a digital first Championship.
Reece Littlejohn
Brand & Marketing Director
Reece is a global marketing and brand leader with deep experience building audiences, brands and commercial growth. He has led customer growth, marketing performance, brand development and content solutions for some of the world’s largest broadcasters.
Nick Cowell
Commercial Director
Nick is an internationally experienced commercial leader with a strong record of building high value partnerships with major brands. He brings expertise in creating commercial platforms that grow fan engagement, drive revenue and build lasting brand value.
Simon Jelowicz
Sports Operations
Simon is a leading sport operations specialist and Head of Sport Operations for Emirates Dubai 7s, one of the world’s premier sevens events. Through Ultimate Sevens’ partnership with Emirates Dubai 7s, Simon brings proven expertise in planning and delivering elite rugby sevens competition environments.
Issy Wilton Steer
Sports Operations
Issy is an experienced operations manager with a strong background in live sport delivery. With hands on experience across Emirates Dubai 7s, she brings the operational detail, pace and event expertise needed to support world class Championship delivery.
Dr Daniel Vaughan
Chief Medical Officer
Dan is a specialist sports medicine physician with extensive experience leading medical governance across elite professional sport. As Chief Medical Officer for Ultimate Sevens, he oversees the planning and delivery of medical services across the Championship, bringing proven expertise from rugby, cricket, boxing and international tournament environments.

CHECK OUT OUR LOCATIONS

STADIUM INFORMATION

A CHAMPIONSHIP BACKED BY BIA SPORTS GROUP

The team behind Sunderland AFC & World Supercross Championship

00 00 00 00
DAYS HOURS MINS SECS
LAUNCHING IN SEPTEMBER 2026
The countdown is on. Don't miss out.
Get Notified