Ultimate Sevens: New Championship confirms major sports-wear deal for 2026 launch

Ultimate Sevens have landed a major commercial boost ahead of their highly anticipated launch in 2026, after confirming a landmark partnership with global sportswear giant Reebok. The iconic brand will become the Official Kit Partner of the new franchise-based rugby sevens competition, supplying all match kits, training wear and fan merchandise for the tournament’s inaugural season.

Ultimate Sevens is aiming to shake up the rugby landscape with a fast-paced, entertainment-driven format designed for a new generation of supporters. The competition will feature six franchises competing across four cities over four weeks, bringing together many of the world’s top men’s and women’s sevens players in one global event.

The organisers say the league is built around innovation, fan engagement and creating a “best versus best” environment within the sevens game. Reebok’s involvement marks the first major commercial partnership announced by Ultimate Sevens, with the sportswear company joining as one of the competition’s founding “Playmakers”.

As part of the agreement, Reebok will create bespoke playing kits and apparel collections designed specifically for the new tournament, while also running the league’s official online store and handling retail operations on match days. The partnership signals a significant statement of intent from Ultimate Sevens as it looks to establish itself as a fresh force in the global rugby market.

The organisers believe the collaboration with Reebok reflects a shared ambition to modernise rugby sevens and connect with younger audiences through a more digital-first and entertainment-focused approach. Ultimate Sevens is set to launch in Europe in 2026, with further details on teams, venues and player signings expected to be announced over the coming months.

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.”

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