A world record crowd of passionate fans attended the 2012 Marriott London Sevens weekend at Twickenham Stadium, which saw Fiji run out as winners after two days of top class rugby action.
Pitch worked with the RFU to build the profile of the tournament and drive ticket sales, securing coverage in national and regional press and across social media.
The ninth and final leg of the HSBC Sevens World Series saw more than 103,000 supporters enjoying a 70’s Disco theme at the annual rugby festival, with huge numbers of fans donning fancy-dress costumes.
Flares and afro wigs were in abundance as the weekend attracted 103,027 spectators, breaking last year’s Twickenham mark of 100,094. Day one of the tournament saw a single day record attendance of 60,050 and Sunday’s action was watched by 42,977 supporters.
“Setting another world record at the Marriott London Sevens is a fantastic achievement and we’d like to say a big thank you to all the fans for taking us to a new high,” said the RFU’s Chief Commercial Officer Sophie Goldschmidt.
“That we’ve been able to increase the attendance again is a testament to the entertainment on and off the pitch, and the strength of the sport which is clearly getting bigger every year.”
16 countries took part in the final stage of the world series, where New Zealand wrapped up a 10th series title for coach Gordon Tietjens and Fiji lifted the London title, beating Samoa in the final and claiming second place in the overall world rankings.