Case Study: Rugby Sevens - Opportunities and Challenges from Joining the Olympic Programme Author: Rachael Church, MPhil, Editorial Director, World Academy of Sport This case study is part of a series of case studies developed by the World Academy of Sport (WAoS) for the International Olympic Committee based on interviews with personnel proposed by the latter. It may be taught on a standalone basis or combined with a series of cases to complement a specific learning pathway of the Olympic Games Learning Model (OGLM), with the questions at the end of the case study provided to support defined learning outcomes in the relevant OGLM learning pathway. This case study has been developed for educational purposes only, and is not to be used for any other reason. Whilst this case study has been produced for the IOC, the views expressed in it do not necessarily constitute the views of the IOC nor of the WAoS. All dollars within this case study are US dollars unless otherwise stated. CONTENT COPYRIGHT © 2016 INTERNATIONAL OLYMPIC COMMITTEE. NO PART OF THIS PUBLICATION MAY BE REPRODUCED OR TRANSMITTED IN ANY FORM OR BY ANY MEANS ELECTRONIC, MECHANICAL, PHOTOCOPYING, RECORDING OR OTHERWISE (INCLUDING THE INTERNET), AND THE INDIVIDUALS QUOTED IN THIS CASE CANNOT BE USED OUTSIDE THE CASE – WITHOUT THE PERMISSION OF THE INTERNATIONAL OLYMPIC COMMITTEE. METHODOLOGY COPYRIGHT© 2016 WORLD ACADEMY OF SPORT Page 1/35 CASE VERSION 1 Table of Contents Case Study: Rugby Sevens - Opportunities and Challenges from Joining the Olympic Programme ......................... 1 Rugby Sevens - Opportunities and Challenges from Joining the Olympic Programme ............................................. 4 Abstract .................................................................................................................................................................... 4 Introduction ............................................................................................................................................................. 4 Why Rugby Sevens and not Fifteens? ..................................................................................................................... 5 Benefits to Rugby from Olympic Inclusion .............................................................................................................. 6 National Federation/Union Perspective ................................................................................................................. 6 Organisational Development ................................................................................................................................ 10 Operational Impacts .............................................................................................................................................. 11 Format and Competition Impacts ......................................................................................................................... 12 The Role of Communications ................................................................................................................................ 13 Benefitting from Global Broadcasting ................................................................................................................... 14 Olympic Solidarity Funding and Programmes ....................................................................................................... 15 Measuring Long-Term Success from Olympics Inclusion ..................................................................................... 16 Questions for Consideration ..................................................................................................................................... 18 Tables ......................................................................................................................................................................... 19 Table 1: Global Participation in Rugby, 2008-15 .................................................................................................. 19 Table 2: Registered Members of USA Rugby, 2008-16 ........................................................................................ 19 Table 3: Social Media Coverage for Rugby Sevens on World Rugby Platforms, 2016 ......................................... 19 Table 4: Olympic Solidarity Programmes for Rugby by NOC, 2013-16 ................................................................ 20 Table 5: World Rugby Strategic Objectives for Rugby Sevens, 2011-20 .............................................................. 22 Table 6: World Rugby Key Performance Indicators and Targets for Rugby Sevens at the 2016 Rio Olympic Games .................................................................................................................................................................... 23 Table 7: The Growth in Women’s Rugby 2013-15 ................................................................................................ 23 Figures ........................................................................................................................................................................ 24 Figure 1: World Rugby Twitter Channel ................................................................................................................ 24 Figure 2: World Rugby YouTube Channel ............................................................................................................. 24 Figure 3: Rugby World Cup Financial Results, 1987-2015 .................................................................................... 25 Figure 4: Breakdown of Olympic Solidarity Programmes by Value, 2013-16 ...................................................... 25 Figure 5: Breakdown of Olympic Solidarity Programmes by Percentage, 2013-16 ............................................. 26 Figure 6: Breakdown of Olympic Solidarity Continental Programmes by Value, 2013-16 .................................. 26 Appendix 1: World Rugby Development Programmes ............................................................................................. 27 Get Into Rugby ....................................................................................................................................................... 27 Impact Beyond Programme .................................................................................................................................. 28 Appendix 2: List of World Rugby Sanctioned Major Events, 2015-16 ...................................................................... 29 Contributors to Case Study ....................................................................................................................................... 32 Case Study: Rugby Sevens - Opportunities and Challenges from Joining the Olympic Programme Date: 14 October 2016 Page 2/35 CASE VERSION 1 Brett Gosper .......................................................................................................................................................... 32 Mark Egan .............................................................................................................................................................. 32 Jaime McKeown ..................................................................................................................................................... 32 Agustín Danza ........................................................................................................................................................ 32 Alex Magleby ......................................................................................................................................................... 33 Danijel Keserovic ................................................................................................................................................... 33 Kit McConnell ......................................................................................................................................................... 33 Yiannis Exarchos .................................................................................................................................................... 33 Robert Roxburgh ................................................................................................................................................... 33 Nadia Bonjour ........................................................................................................................................................ 33 Olivier Niamkey ..................................................................................................................................................... 33 List of Further Reading .............................................................................................................................................. 35 Case Study: Rugby Sevens - Opportunities and Challenges from Joining the Olympic Programme Date: 14 October 2016 Page 3/35 CASE VERSION 1 Rugby Sevens - Opportunities and Challenges from Joining the Olympic Programme Abstract Olympic Agenda 2020 Recommendation 10, states the following: “The IOC to allow the OCOGs to make a proposal for the inclusion of one or more additional events on the Olympic programme for that edition of the Olympic Games”. The practical implementation of this not only requires a recommendation from the relevant OCOG and the approval of the IOC Session, it then also requires