The Ultimate Sevens, a new rugby league, is set to hold its inaugural finals day this Thursday at Brentford's Gtech Community Stadium. The event will feature six teams that were designed and built from scratch: Albion Athletic, Atlantic Novas, Clan Tarzan, Foudre Bleue, Pacific Current, and Sol Feroz.
BIA Sports Group, which also owns Premier League club Sunderland, is backing the Ultimate Sevens. Nomad Studio, the agency behind the branding for the six teams, completed the naming, themes, design, and trademarking process in six weeks, according to co-founder Stu Watson.
The Ultimate Sevens had planned three events before the London finals, but a leg in Madrid was reportedly cancelled to save costs. Events in Cardiff and Biarritz preceded this week's conclusion in London.