Reebok, the US sportswear brand, has been unveiled as the official kit partner of Ultimate Sevens, the new global rugby sevens championship that is set to launch this year. 

Through the partnership, Reebok will design and produce all on-field kits, training apparel, and fan merchandise for the championship.

The brand will also operate the league’s official online store and manage physical retail on match days.

The tie-up sees Reebok become the first company to join the Ultimate Sevens Playmaker commercial program.  

Barney Pascall, managing director of Ultimate Sevens, said: “Having such an iconic brand as Reebok on board from day one is a huge statement of intent for Ultimate Sevens.

“Their heritage in performance sport, combined with a fresh, modern design edge, makes them the perfect partner as we build the championship.”

John Carden, CEO of Sports Hub Group, operating partner for Reebok Team Sports, added: “We’re thrilled to partner with Ultimate Sevens at such a pivotal moment. Ultimate Sevens represents the future of rugby - dynamic, inclusive, and built for a new generation of fans.

“We’re excited to bring our performance expertise and cultural influence to a championship that is redefining the sport on a global stage.”

Ultimate Sevens is a new franchise-based competition featuring the best men's and women's rugby sevens players, including Olympic medalists.

The competition, launching in Europe in September, features six clubs competing across four cities over four weeks. All six clubs will have a men’s and women’s team.

The championship will stage four fast-paced tournaments across four European cities in a “modernised”, weeknight format, with straight knockout matches – all 10 minutes long - taking place every Thursday night.

Ultimate Sevens is backed by Bia Sports Group, the investment firm that also owns English Premier League soccer club, Sunderland.