Shanghai Rugby Sevens: Did anyone remember to tell Shanghai?

The Hong Kong Rugby Sevens. It’s been sitting on our doorstep since 1976 and has arguably established itself as the preeminent event on the Asian sporting calendar. But has much of it rubbed off on Shanghai's affluent sports fans -- or any part of the mainland, for that matter?

Enter the Shanghai Rugby Sevens. With the tournament in its second year, we thought it a good time to check its pulse on the mainland and to see if organizers have made any headway in replicating the game's SAR success.

To be honest rugby support in China is still not massive, but we are building the foundations -- last year to this year we are anticipating a big jump in the number of Chinese both participating and attending as spectators.

— Mark Thomas, Shanghai Sevens organizer

Won't somebody think of the children?

As intentions go, the Shanghai Rugby Football Club -- host of the Shanghai Rugby Sevens -- is hard to fault. The inaugural tournament last year was designed to launch the sport as well as the club's local charity. “As a club we had funded some non-associated charities, but we were looking for one that was hands-on,” explains Ashley Jones, general manager of the SRFC. “We all play for fun, so we were looking for some way of sharing that amateur ideal with the Chinese kids.”

What was born of the club's efforts was Sport for All, a program that offers coaching (for rugby, as well as other sports) to Chinese children who otherwise can’t afford it. “We have around 850 kids from five schools, two urban and three for migrant workers’ kids,” explains Jones, who is now the initiative's executive director. “And all the funds raised from the Shanghai Seven's Long Lunch -- a raffle and charity auction -- will benefit the kids.”

This year, 300 students from the migrant schools will be offered the opportunity to display their newly-found rugby skills before the international finals on Sunday. But that is only where the investment in Chinese Rugby begins, according to Shanghai Sevens organizer Mark Thomas, who has a plan to develop the sport in Shanghai and more broadly in China.

Mass appeal?

“In terms of Chinese supporters, our main target is university students. We conduct flier and poster campaigns on campuses across Shanghai, and also utilize new media -- BBS forums, that kind of thing," says Thomas. "There is also a small, but nurturing, rugby community across China that is growing, and we get word out to them about the event. And of course Chinese teams themselves will be playing, including the national team.”

Yes, there is a Chinese national rugby team.

Sanctioned by The International Rugby Board, the Shanghai Rugby Sevens is becoming the first stop on the IRB Asian Rugby Sevens Series. The IRB has also assisted media company S2M, setting up a number of behind-the-scenes initiatives.

"We have worked with the IRB to conduct coaching programs and referee-coaching programs in China to let people know about the sport. We also host a summit with all the key people involved in rugby across China every year," continues Thomas, "to keep knowledge sharing alive."

Although hopeful, Thomas is realistic about rugby's current standing. “To be honest, rugby support in China is still not massive, but we are building the foundations. Last year to this year we are anticipating a big jump in the number of Chinese both participating and attending as spectators.”

Local migrant kids practice team work and their rugby skills with a volunteer Shanghai rugby coach.

The final score

So is it all working? Not according to 29-year-old Chinese sports fan Bevin Chen. “I don’t know anything about this tournament, to be honest; I haven’t seen anything about it on the sports websites here or in any Chinese media. Normally if there is a big event, there tends to be posters and billboards around the place, but it seems pretty quiet on that front.”

Asked if he would be interested in the event now that he knows of it, he was keen: “I would be interested to go and watch the Shanghai Rugby Sevens, as I imagine if you get pretty close to the action, then the impact of two huge guys hitting each other would be immense. But I have no idea on the rules. If it is on TV then I may watch it, but it never seems to be on very often.”

These feelings are echoed by Eric Zhou, a Shanghainese sports fan in his mid-20s. He has heard of the Shanghai Rugby Sevens and is set to attend, but reflecting on the popularity of rugby around China, he was a little less enthusiastic. “I don’t think people care so much about it," said Zhou. "And until they have it on television in China, that will remain the case. Even then it will take five or so years for people to grow up with it.”

That is exactly what S2M will be trying to do this year. “We have done a deal with Shanghai Media Group, who will be there all weekend making a film of the event,” explains Thomas. “As well as screening it on local sports TV, we are looking to have it distributed around the country, and are trying to get it up on the web for people to stream.” 

“We are hoping the Shanghai Rugby Sevens event can be a conduit through which to promote rugby in China.”