Dubai’s status as one of the most recognisable stops on the global HSBC SVNS calendar is no accident. For HSBC, the emirate’s mix of sporting ambition, festival-style experiences and diverse communities makes it a natural home for the fast-evolving world of rugby sevens.
Andrea de Vincentiis, Global Head of Brand Partnerships at HSBC, has spent more than 23 years with the Group, holding country, regional and global marketing leadership roles across Brand Partnerships, Marketing Communications, Internal Engagement and PR/Media Relations. In this exclusive interview with Times of Dubai, he explains why Dubai is a strategic market for rugby’s growth, how HSBC’s long-term investment is expanding access for women and youth, and why SVNS is as much about culture and community as it is about elite sport.
Times of Dubai caught up with de Vincentiis ahead of the HSBC SVNS Dubai leg for this exclusive interview, where he explains why Dubai is a strategic market for rugby’s growth, how HSBC’s long-term investment is expanding access for women and youth, and why SVNS is as much about culture and community as it is about elite sport.
1. Dubai has become one of the defining stops in the global SVNS calendar. From HSBC’s perspective, what makes Dubai such a strategic market for the growth of rugby and sport culture?
“Dubai is a diverse and innovative city that fits perfectly within the growing global network of HSBC SVNS. From an HSBC perspective, its ever-expanding position at the heart of international connection and growth mirrors our role supporting the international needs of our clients. It has rightly become a tentpole stop on the series and a market where the sport continues to expand year after year.”
2. We’ve seen Dubai position itself as a festival-style sports destination. How is the new SVNS format tapping into lifestyle, entertainment, and tourism trends that resonate with audiences here?
“Alongside elite rugby, the event brings together world-class sport, culture, entertainment, and tourism in one place. It aligns perfectly with Dubai’s appetite for energy, spectacle, and new ideas, which is why the city remains one of the highlights of the global HSBC SVNS network.”
3. HSBC has invested in rugby for over 20 years. What measurable impact has that had on the sport’s inclusivity and visibility, especially for women and youth in regions like the Middle East?
“Our role in rugby is rooted in growth and opening up opportunity. In the UAE, more than 148,000 Emirati children have been introduced to the sport through programmes we support – including nearly 59,000 girls.
“We’ve consistently championed the women’s game not just in the UAE but around the world. This includes elevating the visibility of the HSBC SVNS Women’s Series, building grassroots pathways, and supporting both female and male players transitioning beyond their careers through organisations such as the Global Rugby Players Foundation. Growth for us is not just on the pitch; it’s in the opportunities created around the sport.”
4. The UAE has a large expatriate population alongside growing local participation. How does HSBC see rugby acting as a cultural connector across nationalities living in Dubai?
“Dubai is one of the most diverse cities, and rugby’s values of teamwork, respect, and courage resonate across cultures. As a global bank, a core part of our role in the region is connecting Dubai to the world and the world to Dubai. Hosting a global event like the HSBC SVNS brings communities together and creates both commercial and social benefits. As the global rugby community gathers here, Dubai further strengthens its position as an international hub.”
5. With the 2025/26 SVNS era launching, what should fans and partners in Dubai expect?
“The new era of HSBC SVNS brings a refreshed approach this season, with a more streamlined and competitive format, greater pathways for emerging nations, and equal prominence for the women’s and men’s competitions. This year the action is set to be more intense than ever, with the new HSBC SVNS format increasing jeopardy for all teams and raising excitement even further for fans.”
6. Corporate sponsorships are evolving beyond branding. How is HSBC using sport as a platform for community development, grassroots involvement, and skills-building here in the UAE?
“We see our partnerships not just as a chance for us to create premium, exclusive experiences for our clients but as platforms to demonstrate our unique values and attributes by leveraging our international network and creating opportunity at every level. Programmes like those we run in the UAE are part of our long-term commitment to using sport in new and impactful ways – helping young people develop athletic skills as well as leadership, communication, and confidence, so that sport becomes a gateway into education, employment, and new networks.”
7. Sport tourism is a major economic driver for Dubai. How does an event like SVNS contribute to business activity, hospitality, and international visibility for the city?
“People travel to Dubai not just to watch rugby, but to enjoy a full festival weekend. That generates commercial impact across hospitality, retail, and entertainment while amplifying Dubai on the world stage. With broadcasts reaching millions globally, the city’s strengths – accessibility, diversity, and innovation – are showcased front and centre. SVNS is a moment where business, culture, and sport intersect, and Dubai thrives in that space.”
8. What opportunities exist for young players, schools, or community clubs in the UAE to engage with rugby through HSBC initiatives?
“We’re committed to creating pathways. The 2025 UAE Youth Rugby Series brings thousands of boys and girls together each year for tournaments such as the HSBC Dubai Exiles Youth Rugby Festival and the UAERF Series leading up to the Dubai 7s. The UAE Rugby Player Pathway ensures Emirati children also have clear access to structured development.”
9. The women’s game has been a strong focus for HSBC. What milestones or success stories highlight progress in our region, and what comes next?
“The UAE is a central part of our global commitment to women’s rugby. Of the nearly 59,000 Emirati girls that have been introduced to the sport here, there are many success stories. Just one example is the growth of Al Maha all-Emirati women’s team, a brilliant programme supporting home-grown women’s talent in the region.”
“It was with great pride that this summer we took the Al Maha team to London for Women’s Rugby World Cup 2025 – of which we were an official partner – to inspire and expand opportunities for these young people. This was a perfect example of how global partnerships can drive benefit for local communities, and I’m delighted that Women’s Rugby World Cup star Ellie Kildunne is in Dubai this weekend as an HSBC ambassador, to meet fans, youngsters, and our valued clients, to continue this inspirational impact.”
10. How does HSBC evaluate the return on investment from sport partnerships — is it brand affinity, community impact, commercial outcomes, or a blend of all three?
“Ultimately, all our partnerships must demonstrate return on investment by delivering tangible benefit to our clients, colleagues, and our brand. The HSBC SVNS creates exclusive experiences while also giving us a global platform to showcase HSBC’s global strengths and values.”
11. With Dubai’s ambition to become a global capital for major events, do you see rugby sevens becoming a long-term anchor sport in the city’s calendar?
“Dubai is already a global capital for events, and the HSBC SVNS has become one of its most recognisable sporting weekends. The city’s international outlook and appetite for sport-meets-entertainment make it an ideal long-term home for the HSBC SVNS format.”
12. For families, new fans, and casual spectators in Dubai, what makes SVNS an experience worth discovering?
“HSBC SVNS is one of the most accessible, enjoyable entry points into live sport. The matches are fast, the atmosphere is vibrant, the players are skilled, and the festival environment offers something for everyone – families, friends, first-time fans, and lifelong supporters.”
“It captures the spirit of rugby while presenting it in a modern, inclusive, and globally connected way. That’s why people fall in love with the HSBC SVNS – it’s sport, culture, and community coming together.”
Also Read: Top 10 Places With The Most Expensive Real Estate Markets in 2025
