Rugby World Cup Sevens

AEG Selected as Official Worldwide Merchandise Licensee for 2018 Rugby World Cup Sevens Championships in San Francisco

August 01, 2017 

SAN FRANCISCO--Rugby International Marketing, LLC, and Rugby World Cup Sevens 2018 Limited has announced that AEG has been appointed the official worldwide merchandise licensee for the upcoming Rugby World Cup Sevens championship event at San Francisco’s AT&T Park on July 20-22, 2018.

“AEG's expertise in selling and marketing sports product is unparalleled, and the experience and awareness it will bring to our great game and this magnificent event in the Bay Area will surely make the Rugby World Cup Sevens an unforgettable event”

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With tickets for the first Rugby World Cup Sevens event to be held in the United States now on sale, the plan to expand the RWC Sevens brand to an international audience takes its next step with partner AEG. In supporting dozens of the world’s most popular sports franchises, leagues and special events with retail, e-commerce, warehousing, buying and selling, and product development experience, AEG has built recognition in the eyes of spectators, fans, and governing bodies around the globe.

"AEG's expertise in selling and marketing sports product is unparalleled, and the experience and awareness it will bring to our great game and this magnificent event in the Bay Area will surely make the Rugby World Cup Sevens an unforgettable event," USA Rugby Chief Executive Officer Dan Payne said. "The logo, featuring the unmistakable Golden Gate Bridge, will be worn proudly by Americans and visitors alike on new, unique apparel provided by AEG."

AEG has the worldwide license to use the name, logo, insignia, trademarks, and any service marks for RWC Sevens in manufacturing, selling, promoting, and distributing licensed products. An online store will be available for access beginning Sept. 1, 2017, with products to be sold in pop-up and brick-and-mortar locations before the end of the year.

As the exclusive manufacturer of RWC Sevens merchandise, AEG may create accessories, apparel, footwear, gifts and novelties, personal and beauty care products, homewares, luggage, pet accessories, toys and games, and many more items bearing RWC Sevens imagery – including custom merchandise. Database and cause-related marketing efforts will further solidify the RWC Sevens brand in the marketplace prior to kickoff in San Francisco next July 20-22.

“We are thrilled to provide comprehensive merchandise services for the upcoming Rugby World Cup Sevens championship weekend,” said Sean Ryan, Vice President of Merchandise, AEG. “From the design, development and sales of a complete line of event-driven merchandise, AEG has the experience and support to provide the fans a wide-ranging array of uniquely designed items guaranteed to be treasured reminders of an incredible championship event.”

Details regarding official Rugby World Cup Sevens 2018 merchandise will be made available at

About AEG

Headquartered in Los Angeles, California, AEG is the world’s leading sports and live entertainment company. With offices on five continents, AEG operates in the following business segments: AEG Facilities, which is affiliated with or owns, manages or consults with more than 120 preeminent arenas, stadiums, theaters, clubs and convention centers around the world including The O2 Arena, the Sprint Center and the Mercedes-Benz Arenas; AEG Presents, which is dedicated to all aspects of live contemporary music performances, including producing and promoting global and regional concert tours, music and special events and world-renowned festivals; AEG Real Estate, which develops world-class venues, as well as major sports and entertainment districts like STAPLES Center and L.A. LIVE; AEG Sports, which is the world’s largest operator of sports franchises and high-profile sporting events; and AEG Global Partnerships, which oversees worldwide sales and servicing of sponsorships including naming rights, premium seating and other strategic partnerships. Through its worldwide network of venues, portfolio of powerful sports and music brands, ticketing platform, AXS cable television channel and its integrated entertainment districts, AEG entertains more than 100 million guests annually. More information about AEG can be found at

About Rugby World Cup Sevens 2018 Limited

World Rugby granted USA Rugby hosting rights of the largest international sevens tournament in 2015. USA Rugby is leading the planning and delivery of this international tournament in San Francisco working in partnership with World Rugby, local partners and officials. The Rugby World Cup Sevens 2018 Championship will be played in the iconic AT&T Park, featuring the best 24 men’s and 16 women’s teams from around the world. For more information, visit

Michael Roth, 213-742-7155
[email protected]