BBC World in ground-breaking co-sponsorship of Dubai Rugby 7s

The three-day rugby showcase, considered the premier sporting and social event on the Gulf calendar, will be held at the Dubai Exiles Rugby Club from December 1st to 3rd and is the first sporting event to enjoy major sponsorship from BBC World. It's a move that has been warmly welcomed by the tournament's title sponsors who believe the agreement will take the 35th staging of the event to even greater heights.

'To be the first rugby tournament to receive support and sponsorship from such a global brand as BBC World is a major boost for the Dubai 7s,' said Gary Chapman, President of DNATA and Associated Companies, Emirates Group.

'This sponsorship agreement will help take the event to yet another new level. Our international exposure will increase accordingly and we will be able to broadcast Dubai's message to an even larger audience than ever before.'

As part of the agreement, BBC World, which broadcasts comprehensive hourly news bulletins and the best of the BBC's award-winning documentary, current affairs and lifestyle programming, will broadcast a total of 105 pre-event promotional videos to millions of households in Europe, Africa, Asia and the Middle East.

Speaking after the co-sponsorship agreement was reached, Hani Soubra, BBC World's Regional Manager MENA, added: 'The Emirates Airline Dubai Rugby 7s is a landmark event for the city of Dubai and we are delighted to be a co-sponsor for the 35th staging of the tournament.

'The tournament fits in perfectly with BBC World's viewer profile, attracting the type of audience and participants we target. As a brand, this is the first time we have ever been involved in a rugby tournament of this nature and we are all very excited about the opportunities it will bring both BBC World and the Dubai 7s.

'As the opening round of the IRB Sevens and the first major test for the international sides as they prepare for the 7s World Cup in Hong Kong, this year's event will be the biggest yet and we are delighted to be able to play our part.'

This year, BBC World was named Best News Channel for the third time in seven years at the HOT BIRD TV Awards, the annual celebration of the finest multi-channel broadcasting in Europe. The jury, an independent panel of media journalists from major print publications throughout Europe, described BBC World as 'the most complete and exhaustive source of TV news in the year 2004'. BBC World was shortlisted in the category alongside Euronews, Rai Med and Sky News. No other channel has received the award three times.

Jeff Hazell, director of sales and distribution at BBC World, said: 'To win such a prestigious award for a third time is a stunning achievement. It acknowledges the depth and strength of the balanced, accurate and ground-breaking journalism seen on BBC World and the analysis of the stories behind the headlines for which we are recognised around the globe.'