HSBC Mini & Youth Rugby Festival 2024

06 February 2024 /

The HSBC Mini & Youth Rugby Festival is an annual rugby tournament that takes place at the world famous Emirates Dubai 7s Stadium every January.

As with all large sporting tournaments and festivals a significant number of assets, digital and physical, were required to help the event run smoothly and ensure the visibility of each stakeholder.

The website

The tournament website at served several, important, purposes:

  1. To promote the tournament and its primary sponsor, HSBC Bank UAE, to website visitors
  2. To manage the registration of teams (245) and players (3,348)
  3. To record and manage final squad submissions
  4. To provide easily accessible ‘live’ fixtures and results to visitors
  5. To be the central, and single, hub for all tournament information and data
  6. To eliminate unnecessary ‘noise’ from tournament organisers, staff, and volunteers.

Over the course of the tournament weekend, Saturday 27th and Sunday 28th January 2024, 2,406 unique users accessed the festival’s website at

  1. Saturday 27th January – 1,783 users; 8,136 page views; 2m 03s dwell time
  2. Sunday 28th January – 1,016 users; 6,010 page views; 2m 11s dwell time.

Since the website was launched on November 17th 2023 it has hosted 7,159 unique visitors who viewed 33,729 pages with a dwell time of 2m 05s.

Tournament Assets

It takes a lot more than just a website to deliver the largest Mini & Youth rugby festival in the region. Everything from rugby balls to post protectors, referee kit, clothing, trophies, flags, banners, media backdrops, medals and the programme had to be designed, signed off, and delivered in time for the tournament.

We did the photography & Social Media too!

Over the two days of the tournament, 245 teams and 3,348 players competed in 636 rugby matches. The weekend needed to be captured, shared on Social Media, and archived. We did that too.

Stakeholder Feedback

Hi Jon, just a note to say thank you so much for all of your help on the HSBC programme – it was super successful and appreciate you going above and beyond!

James Fenn - Hill & Knowlton (London)

Hi Jon, I hope you are well and thank you very much again for your support in making this weekend a great event.

Mathieu Diette - HSBC (UAE)
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