Ultimate Sevens Digital Platform & Production Partners for Inaugural Season Announced

Ultimate Sevens rugby has announced its partnerships with PT SportSuite as its Digital Platform Supplier, and OS Studios was awarded the rights to produce the Ultimate Sevens tournament, which launches in September 2026.

PT SportSuite & Ultimate 7s Partnership

As Digital Platform Supplier for Ultimate Sevens rugby, PT SportSuite will be the digital backbone for the Sevens franchise series taking place in Europe.

PT SportSuite CEO Rich Cheary said: “Ultimate Sevens is redefining rugby sevens as a modern, digitally-led global championship. As innovators in sustainable, advanced sportstech ecosystems, we’re excited to provide the cohesive, AI-powered platform that will help them tell their stories, engage fans worldwide, and scale confidently from launch.

PT SportSuite will power the end-to-end ecosystem that underpins Ultimate Sevens, spanning media management, web platforms and mobile fan engagement. Ultimate Sevens is committed to bringing rugby sevens into a new light globally, and digital is central to that vision.”

They will hope to “deliver a seamless, scalable and future-ready platform that connects players, clubs and fans across every touchpoint was a vital factor in the decision-making process. The partnership represents a unified ecosystem that enables Ultimate Sevens to tell its stories consistently, elevate its athletes, and engage a global audience from launch,” said a press release.

PT SportSuite will provide:

• Centralised AI media workflow to support content creation at scale
• Official league and team web destinations
• A mobile-first fan experience designed to bring supporters closer to the action
• An integrated digital infrastructure built to grow with the Championship

Barney Pascall, Managing Director at Ultimate Sevens, said: “We are building Ultimate Sevens with long-term intent. Digital is not an add-on; it is fundamental to how we connect players, clubs and fans. PT SportSuite brings the experience and capability to help us launch with strength and scale with confidence.”

Ultimate Sevens & OS Studios Partnership 2026

OS Studios won the contract for the production of the Ultimate Sevens series, which will feature “creator integration and a multi-purpose pitch-side ‘Ultimate Sevens Lounge’ combining live broadcast, content creation and fan interaction.”

The company has positioned itself as a “fan engagement agency and production company across gaming, sports and entertainment.” OS Studios has ambitious plans for Ultimate Sevens to redefine how rugby sevens is experienced, distributed and consumed.

They said it will lead live broadcast production, creator integration, content ecosystem development and fan experience strategy for the new championship.

OS Studios will offer:

• Global live broadcast production and creative direction
• Integrated creator and influencer participation across events and content
• Original storytelling formats designed for social-first audiences
• Live fan engagement experiences built into the arena environment
• The launch of the Ultimate Sevens Lounge, a multi-purpose pitch-side environment combining live broadcast,
• creator production, hospitality and fan interaction into a single physical hub

Broadcast Sport reported that Sharon Fuller, SVP Sports at OS Studios, said of the Ultimate Sevens strategy: “We won Ultimate Sevens with quite a cheeky proposition – to grow the ‘fundom’ of the sport. This is everything from fan engagement in arenas, the quality of the production and bringing in people from the gaming industry as part of our team to really bring that fresh approach.”

She added, “An important part of this is the Ultimate Sevens Lounge we’re creating, which will function as a studio, an athlete hangout, a fan zone, and a content creator area. We’re also doing something we call decentralised distribution, which is to actively go out and give rights to the Ultimate Sevens to content creators to produce their own shows, alongside broadcast and digital distribution.”

OS Studios will also mirror Ultimate Sevens’ commitment to equal visibility for both men and women in the competition, with a focus on representation both on screen and behind the camera.

OS Studios also signed a multi-year partnership with Major League Rugby (MLR) in the US for broadcast production, social content and holistic fan engagement strategy.

Ultimate Sevens Managing Director, Barney Pascall added: “Ultimate Sevens is designed to unlock the full potential of rugby sevens for modern fans. When selecting our broadcast partner, OS Studios really stood out to us with their deep understanding of how modern audiences engage with sport, culture and entertainment.

Combining world-class production and bold storytelling, together, we are building a platform that continues to give equal prominence to the men’s and women’s game, creates new opportunities for emerging talent, and delivers a more connected, immersive experience for fans around the world.”

John Higgins, CEO of OS Studios said, “Rugby sevens has incredible heritage, but many parts of the sport still operate through systems built for a very different era of media and fandom. What excited us about Ultimate Sevens was the ambition to build something differently from day one. This is not about simply producing rugby coverage. It’s about creating a property where live experience, storytelling, creators, athletes and fans all work together as one entertainment ecosystem.”

Sevens is one of the most exciting formats in global sport. It’s fast, emotional, accessible and naturally suited to modern audiences. We believe there is a huge opportunity to build a global rugby property that feels culturally relevant to the next generation, not just existing rugby fans.”

Rugby Sevens News 2o26

• Ultimate Sevens Confirms Teams and World Rugby Sanctioning.
• HSBC Rugby Premier League Season 2026: Men’s Squad Previews.
• HSBC Rugby Premier League Season 2 Adds Four Women’s Franchises: Squad Previews.
• Rugby India President Rahul Bose – “It’s never about winning and losing – it’s always about maximising potential.