Rugby is one of the fastest growing sports in the world. It’s also a game that exemplifies teamwork, speed, accuracy, precision and timing; passion, a commitment to excellence and a will to win – elements critical to DHL’s business model.

The Brief

As the Official Logistics Partner, DHL ensures that Cape Town 7’s is delivered masterfully, from kick-off to the final whistle. From pick-up to delivery, for players, fans, media and sponsors.
Through DHL’s partnership with HSBC Cape Town 7’s, the brief was to reinforce DHL’s brand leadership and positioning in the world of rugby and to maintain brand awareness within the rugby landscape as the event falls between the Currie Cup and Super Rugby seasons.

Our Activation

DHL’s commitment to rugby, outside of the Stormers and WP sponsorship, had to be reaffirmed and we had to build a buzz and animate the city with DHL through innovative activations, exclusive creative content and media partnerships.

From the extensive free giveaways, best-dress competitions, entertainment zone activities and big screen interactive cameras, it’s no secret that DHL Delivers at CT 7s.

The Results

The DHL brand was experienced by over 100 000 spectators and broadcast to a global audience over the two days of the event.

The hasthag #DHLRugby7s trending in South Africa during the event.