Ultimate Sevens proudly announces a groundbreaking partnership with Reebok, with the clothing brand becoming the Official Kit Partner for the new global rugby sevens championship. 

Ultimate Sevens is a bold reimagining of rugby sevens. Fast-paced, franchise-based, and built for a digital-first generation it features six clubs competing across four cities over four weeks. The competition will unite the world’s best men’s and women’s players in one electrifying, high-intensity format, launching in Europe in 2026.

As part of the partnership, Reebok will design and produce all bespoke on-field kits, training apparel, and fan merchandise for the championship. Each collection will combine elite performance technology with contemporary design, reflecting the speed, energy, and inclusivity at the heart of Ultimate Sevens. Reebok will also operate the league’s official online store and manage physical retail on match days, creating a seamless and immersive shopping experience for fans.

The partnership sees Reebok become the first Ultimate Sevens Playmaker to join this year.   The Ultimate Sevens Playmakers are a group of partners who are ahead of the game in their own industries and united by a commitment to elevate rugby sevens across every level, from grassroots through to the professional stage. 

Built on complimenting the sevens ecosystem, best versus best competition and innovation in game play, Ultimate Sevens places players and fans at the centre of the experience, aligning closely with Reebok’s commitment to pushing sport forward and connecting with new audiences.

John Carden, CEO of Sports Hub Group, operating partner for Reebok Team Sports, added: “We’re thrilled to partner with Ultimate Sevens at such a pivotal moment. Ultimate Sevens represents the future of rugby – dynamic, inclusive, and built for a new generation of fans. We’re excited to bring our performance expertise and cultural influence to a championship that is redefining the sport on a global stage.”

Barney Pascall, Managing Director of Ultimate Sevens said: “Having such an iconic brand as Reebok on board from day one is a huge statement of intent for Ultimate Sevens. Their heritage in performance sport, combined with a fresh, modern design edge, makes them the perfect partner as we build the championship. We can’t wait to unveil the kits and bring this collaboration to life when we launch in September 2026.”