HSBC World Sevens SeriesĀ 2011 – 2014

Nelson Mandela Bay Stadium, Port Elizabeth

Access Management, on behalf of the local Municipality, successfully bid for this international event, beating the favoured Cape Town bid. We worked closely with SA Rugby and World Rugby, taking responsibility for all local marketing and event delivery:


Implemented an integrated marketing campaign using Access negotiated VIK local media partnerships, and an innovative ticketing approach, to triple event attendance over four years to 62 000 in 2014.

Recouped the full event fee our client (the local Municipality) paid, via Stadium event profits and an Access conceived and negotiated JV with the event owner. In addition, the event created over R700 million in independently measured economic impact.

Numerous event innovations, primarily focused on the player experience, ensured that the event was consistently rated by teams and World Rugby as a world class event, and the most player centric on the global circuit.

Despite the event re-locating to Cape Town from 2015, our key staff was contracted by SA Rugby to continue with the event delivery.