Branding governance in international recurring sports events: the World Rugby ‘Sevens’ Series

Research question In response to calls for additional research on strategic brand management in sports, we examine governance practices the novel and under-researched context of World Rugby Sevens Series. doing so, expand discourse rugby twenty-first century provide fresh insights concerning an international recurring sporting event.Research methods Our qualitative case study design utilises in-depth interviews with eight senior executives representing seven unions. Using constant comparison technique reflexive thematic analysis, identify 10 key themes illustrate as it relates Series.Results findings The first three themes, which serve a prelude deeper exposition depict Series distinct, co-created sportainment brand, headlined by matches primary consumption object. Fostering beneficial exchanges partners, developing strong collaborative ties host cities venues, commitment athlete welfare, adoption scripted enhancing initiatives, championing co-creation, activating social media use, providing 360-degree feedback loop are is built.Implications We branding from owner’s perspective underline how incorporates global local sponsors, unions, athletes, fans practices.