Cathay unveils new campaign for Sevens 50th anniversary

Ahead of the upcoming Cathay/HSBC Hong Kong Sevens, Cathay has partnered with Leo Hong Kong to extend its long-running “Nobody Does Rugby Like Hong Kong” campaign, which in 2026 will celebrate the tournament’s 50th anniversary.

Taking place from 17–19 April 2026 at Kai Tak Sports Park, the event will see Cathay return as co-title sponsor and official overseas travel partner. Flight, ticket and accommodation packages are now available at Cathay.com.

The campaign reflects Hong Kong’s transformation from a quaint fishing village into a global financial powerhouse – and from a city with no rugby, to the very heartbeat of the sport. With its energy, breathtaking pace and over-the-top intensity, in Hong Kong, every day is game day.

The latest chapter of the campaign began last December, when Cathay “crashed” the original home of rugby at Twickenham’s iconic pub The Scrummery, located near Twickenham Stadium and famous for its match-day parties. In a stealth rebrand during the Autumn Internationals, The Scrummery became “The Hong Kong Scrummery”, showing UK fans that Hong Kong doesn’t just match their rugby passion – it takes it to the next level.

The campaign started by posing a question: do Hongkongers sometimes take things just a bit too far? And could that be the secret sauce that elevates the Cathay/HSBC Hong Kong Sevens from a sporting fixture into a cultural phenomenon unlike any other?

The launch film features a Hong Kong Sevens-obsessed coach whose fiery pep talks reverberate across the globe, rallying players and fans everywhere to embrace the spirit of the tournament.

With fan traffic reaching up to 50,000 on match days, Cathay saturated the venue with Hong Kong Sevens energy. Coasters with QR codes unlocked early-bird offers, while boarding-pass-style handouts guided fans on their way to the stadium. The activation successfully boosted website traffic and package bookings.

“Cathay sponsored the very first Hong Kong Sevens tournament in 1976 and has been a travel partner and title sponsor ever since. For decades, our brand has helped to build Hong Kong’s local rugby culture, while flying in overseas fans to experience what’s become the biggest rugby party on the planet. ‘Nobody does rugby Like Hong Kong’ is as true as it ever was, but we’ve taken it to new heights for the tournament’s 50th anniversary,” said Edward Bell, general manager, brand, insights and marketing communications at Cathay.

“We didn’t set out to make another rugby campaign, but to express a Hong Kong truth: the city doesn’t 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’s exactly the point,” explains João Braga, Publicis Groupe Hong Kong’s global executive creative director.

MARKETING-INTERACTIVE has reached out to Publicis Groupe for more information. 

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

Cathay Pacific partners Yat Tung Heen to elevate HK flavours in the skies
Cathay Shop elevates travel essentials for HK explorers in new campaign