Hong Kong China Rugby Partners with Tixserve and Tradable Bits for 50th Anniversary Digital Transformation

Hong Kong China Rugby has announced alliance with digital ticketing provider Tixserve and fan engagement platform Tradable Bits to launch a mobile-first connected fan experience for the landmark 50th anniversary of the Cathay/HSBC Hong Kong Sevens.

Powered by the Tixserve-enabled HKCR Ticketing application and integrated with Tradable Bits’ FanCRM, the collaboration unifies secure digital ticket fulfilment, interactive fan activations, and first-party data collection into a single, seamless platform as the tournament enters a new era at the state-of-the-art Kai Tak Sports Park.

The initiative addresses the growing commercial imperative for sporting organisations to capture rich first-party supporter insights and build sustainable long-term revenue streams.

Building upon previous digital campaigns that delivered a 180 per cent increase in participation and record-breaking Saturday attendances, the integrated platform elevates the commercial value delivered to corporate partners and sponsors.

By replacing legacy systems with authenticated digital solutions, HKCR has streamlined operations while deepening engagement across local supporters, international visitors, and the wider global rugby community.

Highlighting the importance of the digital upgrade to match the scale of the milestone event, head of digital at Hong Kong China Rugby, Matt Rosslee, said: “The Hong Kong Sevens has always been about creating unforgettable experiences for fans.”

“Partnering with Tixserve and Tradable Bits allowed us to deliver a connected digital journey that matched the scale and ambition of this landmark tournament while helping us build stronger, more meaningful relationships with our supporters,” Rosslee said.

Co-founder and head of operations at Tixserve, James Kirby, noted: “A digital ticket can achieve far more than grant entry.”

“It can be the beginning of a lasting fan relationship.

“By combining secure digital ticket fulfilment with fan engagement and first-party fan data, we’re helping sports organisations create more personalised supporter experiences while unlocking long-term commercial value,” Kirby said.

Echoing this sentiment, Mike Morris, General Manager, APAC at Tradable Bits, added, “Fans expect digital experiences that are simple, connected and personalised. Together with HKCR and Tixserve, we’re creating a seamless fan journey that helps rights holders build stronger relationships with their audiences while delivering greater value for partners and sponsors.”

As international sporting bodies increasingly prioritise direct consumer data ownership, the collaboration demonstrates how mobile-first ticketing innovation underpins future commercial growth.

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