Henry Pollock has set his sights on competing in sevens rugby at the Los Angeles Olympics in 2028. Transitioning to this faster-paced version of the game presents its challenges, especially considering Eddie Hearn, head of Matchroom Talent Agency, is pushing for Pollock to earn up to a million pounds annually from his current team, the Northampton Saints. Despite these hurdles, making the switch isn’t out of reach. Various pathways are available to him.
“Should Henry decide to dip his toes into sevens, whether this year or the next, that opportunity is on the table,” shares Barney Pascall, managing director of an innovative sevens tournament aimed at revolutionizing the rugby landscape, in a chat with Daily Mail Sport.
“It’s quite the narrative when top-tier players express an interest in sevens,” Pascall continues. “If Eddie wants to discuss this further, my phone line is always open.”
For some time now, the traditional world of rugby has been waiting for a fresh initiative. Attempts like the R360, a proposed alternative 15-a-side league, never managed to gain approval from rugby’s traditional authorities. However, Ultimate Sevens aims to collaborate with the existing framework, spotting what Pascall believes is an untapped opportunity in the sport.
“Our goal is to raise the profile of rugby sevens,” Pascall explains. “We’ve concentrated heavily on being a positive addition to the current landscape, and there’s a good reason for this approach. It’s because, ultimately, we can make a difference.”
Henry Pollock’s representative Eddie Hearn has made it clear English rugby’s new sensation wants to have a crack at playing sevens at the Los Angeles Olympics in 2028
‘This is about elevating rugby sevens,’ says Ultimate Sevens founder Barney Pascall. ‘We’ve been incredibly focused on being complementary to the ecosystem. There’s a reason for that’
The funding needed to create Ultimate Sevens has not been insignificant. Its backers are BIA Sports Group (BSG), whose portfolio also includes Premier League side Sunderland.
It is aiming to capitalise on the growing popularity of rugby sevens, which has gone to a new level since France 15-a-side superstar Antoine Dupont won gold at the 2024 Paris Games, and also attract a new audience who may not be familiar with the sport at all.
Interestingly, in doing so, Ultimate Sevens has adopted a marketing slogan of ‘don’t call it rugby’ in a move similar to the one the England & Wales Cricket Board made when it created The Hundred. Like The Hundred, Ultimate Sevens has created new teams. Like The Hundred – which remains unpopular with cricket traditionalists – it wants to broaden rugby’s appeal. It also plans to one day follow in the cricket competition’s footsteps by selling its sides to private investment.
‘It was an opportunity for us to be a bit punchy and challenge existing perceptions of rugby,’ Pascall says of his competition’s commercial outlook. ‘It was a bit playful too. People who know sevens call it exactly that. If you’re not in the rugby ecosystem, I think the slogan asks the question: “Well, if it’s not rugby, what is it then?” That creates a hook and a level of interest.
‘I find it a compliment to even be in the same breath as The Hundred because they have tried and I think succeeded in bringing new audiences to cricket. We’re absolutely clear we want the integrity of the sport to remain at the heart of what we’re doing. Sevens is a very credible sport. It’s existed since 1883. We want to add to that.’
Like The Hundred, Ultimate Sevens’ six teams have both men’s and women’s outfits. The newly created sides are Albion Athletic, Atlantic Novas, Clan Taran, Foudre Bleue, Pacific Current and Sol Feroz. In time, Pascall wants to attract rugby’s biggest names such as Pollock. But season one will see the teams dominated by experienced sevens players.
Each of the four tournaments will see the men’s and women’s sides from the six teams play in a straight knockout format. All the action will be completed in one day, which is different to the traditional World Series Sevens circuit whose competing teams are nations. Matches will be ten minutes long with teams given the option of a 90-second tactical timeout.
One new innovation is around conversions. Tries scored under the posts will be worth an automatic seven points. If a try is scored wider out, teams can opt to take their additional kick from different, more challenging positions in a bid to earn more points. The range available is one, two or four points depending on the kick’s difficulty. Tickets for the London event at Brentford’s Gtech Community Stadium start at £30.
Rugby sevens’ popularity has gone to a new level since France 15-a-side superstar Antoine Dupont won gold at the 2024 Paris Games
Like The Hundred, Ultimate Sevens has created new teams. Like The Hundred, it is open to selling its sides to private investment
‘The kicking rule adds another layer of entertainment and sporting jeopardy,’ says Pascall, who is assisted in the new competition’s creation by former England sevens captain Tom Mitchell as sport and innovation director. ‘This isn’t about a one-season wonder. This is a long-term play. This is about being around for many years to come. Younger and female audiences are increasingly introduced to rugby through sevens. That’s a powerful tool.’
For too long, rugby has badly needed investment as, outside the international 15-a-side game, it continues to experience financial difficulties. Fresh financing into PREM Rugby has been welcomed and so too should BIA’s arrival. Rugby as a whole will benefit if Ultimate Sevens can become a regular part of its landscape.
‘People ask me what success will look like,’ Pascall says. ‘I want people, in time, to know these players. That’s more of a qualitative than quantitative outcome, but if we get to that point, I think we’ll have done something really special.
‘I absolutely believe this investment in the sport is going to be a positive energy for rugby, for Great Britain’s Olympic hopes, and for other countries around the world.’