Overview
In July 2018, Giants Enterprises transformed Oracle Park (then AT&T Park) into a global rugby stage by hosting the Rugby World Cup Sevens—the first time the tournament took place on U.S. soil.
Over three action-packed days (July 20–22), 40 teams (24 men’s and 16 women’s) from 28 countries competed in 84 total matches under a knockout-only format.
New Zealand claimed both men’s and women’s championships, while fans flooded the stadium—making it the most attended rugby event in U.S. history.
Event Details
Viewers
0
M
Countries
3
Teams
40
Financial Impact
$
1
M
Visitor Spending
+$
1
M
Economic Impact
The tournament generated a massive economic boost: the San Francisco Business Times estimated a total impact of approximately $90.5 million for the Bay Area. A Nielsen Sports–commissioned study further broke it down, attributing nearly $29 million to visitor spending and $11.8 million to organizer-related local spend.
Notably, 60% of attendees were non-local, with a stunning 97% traveling specifically for the event. Local hotels, restaurants, bars, and transportation services saw a surge in business, echoing a vibrant atmosphere across the city.
Media & Branding Exposure
The event drew global attention: NBC and NBC Sports Network delivered the most-watched live rugby broadcast in U.S. history to that point, with finals-day coverage pulling in approximately 1.365 million viewers, and total viewership hitting nine million across multiple broadcasts. This surge in visibility placed San Francisco prominently on the international sports map.
Conclusion
By delivering a seamless blend of high-stakes international competition, economic stimulation, broad media exposure, and enduring community legacy, Giants Enterprises exemplified its mission of staging world-class events on a global stage. The 2018 Rugby World Cup Sevens not only elevated San Francisco’s standing as a premier sporting destination but also generated tangible returns—financially, culturally, and socially—for the entire Bay Area.
Giants Enterprises made the impression of a lifetime for fans all over the world. The unique combination of venues and locations made this event once in a lifetime.
John Orbits
Americas Cup CEO