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In response to calls for additional research on strategic brand management in sports, we examine brand governance practices in the novel and under-researched context of the World Rugby Sevens Series. In doing so, we expand the discourse on rugby in the twenty-first century and provide fresh insights concerning brand governance practices in an international recurring sporting event. Our qualitative case study design utilises in-depth interviews with eight rugby senior executives representing World Rugby and seven rugby unions. Using the constant comparison technique and reflexive thematic analysis, we identify 10 key themes to illustrate brand governance as it relates to the World Rugby Sevens Series. The first three themes, which serve as a prelude to a deeper exposition of brand governance practices depict the World Rugby Sevens Series as a distinct, co-created sportainment brand, headlined by rugby matches as the primary consumption object. Fostering beneficial exchanges with brand partners, developing strong collaborative ties with host cities and venues, commitment to athlete welfare, adoption of scripted brand enhancing initiatives, championing brand co-creation, activating social media use, and providing a 360-degree feedback loop are the brand governance practices on which the World Rugby Sevens Series is built. We depict branding from the brand owner’s perspective and underline how the World Rugby Sevens Series incorporates global partners, local sponsors, rugby unions, host cities and venues, athletes, and fans in brand governance practices.

Branding governance in international recurring sports events: the World Rugby ‘Sevens’ Series