Emirates Airline Dubai Rugby 7S biggest and best ever

Both Thursday and Friday saw record-breaking crowds of 20,000 and 25,000 respectively descend on the Dubai Exiles ground to enjoy the excitement, atmosphere and world-class rugby.

The tournament, which kicked off the IRB World 7s Series, just gets bigger and better. This year the capacity crowds witnessed some 1,600 players from more than 150 teams take part over the course of the event.

As well as being the title sponsors for the tournament, Emirates also sponsors the England and Samoan rugby teams, so it was a double victory for the airline this year. Not only was the event a great success, but England won the Emirates International Trophy for the first time, which was a very popular result with the huge crowd, and Samoa won the Plate Final.

But as the event grows year by year, so does the need to keep it fresh and exciting for the thousands of people from all over the world who visit Dubai to be a part of it. Gary Chapman, President Dnata and Associated Companies Emirates Group, explained: 'We have very high expectations for the 7s and every year we see an improvement. It is where we wanted it and expected it to be, and now we have to take things to another level.'

'This event has its own character, charisma and atmosphere and a lot of it is because of what we do here in the temporary facilities. The crowd is able to move around the pitch and rub shoulders with the international players and that's unique. We also have to be careful that we're not only looking after the professionals. We also have to look out for the people who make rugby what it is… the grass roots are very important.'

It is perhaps that element of international and social competitions running side by side that makes the Emirates Airlines Dubai Rugby 7s the success that it is. The blend of professional and amateur with the vets, ladies, youth and social sides that really does gives this event its truly unique feel.