Widely regarded as the premier event of its kind, Hong Kong Rugby Sevens is a feast of world-class sport and a marketing tool for international finance and business

Business mixes with pleasure in a unique way at the Hong Kong Rugby Sevens, regarded as one of the world's major sporting events.

The annual Rugby Sevens has grown from a small local event, put on by a group of enthusiastic amateurs, to a major global tournament, with 40,000 people crowding into Hong Kong Stadium for each of the three days of world-class rugby.

International finance and banking businesses also use the Hong Kong Sevens as a marketing tool. The corporate hospitality side has become a major part of the proceedings, whereby companies hire boxes to entertain important - or potential - clients.

The event - officially the Credit Suisse First Boston Hong Kong Sevens, named after the main sponsor - has become a vital place for networking. It is no coincidence that many senior corporate executives schedule their annual Hong Kong visits for the last weekend in March, mixing high-powered business with a weekend of superb sport.

Spectators, who come from all corners of the world, witness a feast of fabulous sport as 24 international teams battle it out for the total prize money of HK$1.2 million (US$150,000).

The format is designed to give smaller teams a chance to go head-to-head with the giants of the game. Initially, teams are divided into seeded leagues, allowing Russia, Sri Lanka and Malaysia the chance to tackle top teams from rugby powerhouse nations such as New Zealand, Fiji and England (last year's winner).

The social side is also important. Fans paint their faces, wear silly hats or wigs, sing rowdy songs and conduct good-natured banter with rival supporters.

Major international spectacle

"People meet up with old friends here every year," said tournament co-ordinator Beth Coalter. "The corporate people hire boxes and turn them into real party places.
 
"It's a great atmosphere, a really unique event. Everyone mixes with everyone else. But on the field the rugby is taken very seriously."

The event, now in its 28th year, has grown into a major international sporting spectacle - generally agreed to be the best of its kind in the world - which involves serious logistical planning.

Around half the 40,000 spectators are estimated to come from overseas, travelling from places as far apart as Australia and Argentina. Hotels, bars and restaurants all do a roaring trade.

In this event, sport is the winner. All profits are ploughed back into development of the local game, with emphasis on encouraging youngsters to participate.

The Credit Suisse First Boston Hong Kong Sevens takes place on the same weekend rock and roll band the Rolling Stones plays in Hong Kong, underlining the SAR's pre-eminent position as the top events capital in Asia.

The-three day tournament begins on March 28. All action takes place at the Hong Kong Stadium. More information from www.hksevens.com.hk