Hong Kong Sevens fans can look forward to some more entertaining reading at the 2012 tournament after Two Up Front renewed its agreement with the Hong Kong Rugby Football Union to publish the official souvenir programme and pocket guide.

It will be the eighth year in a row that Two Up Front has edited, designed and produced the acclaimed dual publication.

“We are thrilled to once again be entrusted with the programme and pocket guide and to maintain our central role in the best sevens tournament in the world,” said Two Up Front editorial director Niall Donnelly.

“We guarantee fans at the Cathay Pacific/HSBC Hong Kong Sevens 2012 an attractive and relevant publication that will serve as both a vital guide to the event and a valued memento from a brilliant weekend.

“It is a significant time for the Sevens with HSBC returning as co-title sponsor after 15 years away and we are sure they, and other sponsors, will be viewing the programme and pocket guide as a key part of their marketing plans for the tournament.”

The Sevens programme and pocket guide are part of Hong Kong-based Two Up Front’s extensive sports portfolio that includes publishing, event management and public relations in a variety of sports.

Organisers of the world famous Cathay Pacific/Credit Suisse Hong Kong Sevens have once again engaged Two Up Front to publish the tournament’s official souvenir programme and pocket guide.

It will be the seventh year in a row that the Hong Kong company has produced the vaunted publication, which renowned commentator Nigel Starmer-Smith has gone on record as saying is “as good as any souvenir rugby programme that I have encountered over the years covering rugby around the world”.

“We’re delighted that the Hong Kong Rugby Football Union has once again asked us to research, edit, design and publish the Sevens programme and pocket guide,” said Two Up Front editorial director Niall Donnelly.

“Our vision when we came on board in 2005 was to produce a publication which matched the world class standards and reputation of the tournament and the feedback from the HKRFU, teams and fans is that we have consistently achieved that goal.

“As ever, the challenge will be to innovate and improve while retaining the core features of the programme and pocket guide which have proved so popular over the years.”

The Cathay Pacific/Credit Suisse Hong Kong Sevens will be held from 25-27 March, 2011. The tournament is universally regarded as the biggest and most prestigious event in the annual IRB Sevens World Series.

Since Two Up Front began publishing the souvenir programme and pocket guide, the dual publication has sold out every year.

Two Up Front also publishes the official programme – and handles global PR – for the HKFC IP Global International Soccer Sevens, which is held at Hong Kong Football Club each May.

The company recently acted as PR consultants to global watch giant Omega at the Mission Hills Star Trophy pro-celebrity golf tournament in China.

In addition, Two Up Front currently handles worldwide PR and media management for Korea’s biggest golf tournament, the Ballantine’s Championship, which is co-sanctioned by the European and Asian Tours.

Rugby giants New Zealand and Australia are returning to Hong Kong and Two Up Front will once again play a key role in the high-profile fixture.

The company has reached an agreement with the Hong Kong Rugby Football Union to write, design and produce the official souvenir programme.

It is the second time Two Up Front has been entrusted with the programme, having also been publisher when New Zealand and Australia played the first ever overseas Bledisloe Cup match, in Hong Kong, in 2008.

The All Blacks and Wallabies will meet at the Hong Kong Stadium on Saturday, 30 October. It will be the fourth and final test in the 2010 series after earlier encounters in Melbourne (31 July), Christchurch (7 August) and Sydney (11 September).

“We are delighted to once again be playing a key role in this high-profile and eagerly anticipated rugby fixture,” said Two Up Front project director Simon Wait.

“The 2008 programme was very popular with fans and we received excellent feedback from the Hong Kong, New Zealand and Australian rugby unions.

“Naturally, we will be aiming to once again produce a publication that is full of quality in terms of design and content and we will ensure it is totally in keeping with a sports event of this magnitude.”

Two Up Front also produces the official souvenir programme and pocket guide for the world famous Cathay Pacific/Credit Suisse Hong Kong Sevens rugby tournament, the biggest and most prestigious event in the IRB Sevens World Series.

In addition, the company handles worldwide PR and media management for the HKFC IP Global International Soccer Sevens and Korea’s biggest golf tournament, the Ballantine’s Championship, which is co-sanctioned by the European and Asian Tours.

The official programme and pocket guide for the Hong Kong Sevens once again became a collector’s item for rugby fans.

For the sixth year running, the dual publication – produced as usual by Two Up Front – sold out before the showpiece tournament had finished.

The sales booth inside the main entrance to the Hong Kong Stadium ran out of copies by mid-afternoon on Saturday (27 March) – the second day of the three-day tournament.

Hong Kong Rugby Football Union officials were delighted with the publication. “The Cathay Pacific/Credit Suisse Hong Kong Sevens 2010 souvenir programme and pocket guide once again proved to be extremely popular with fans, spectators, sponsors and officials alike,” said HKRFU Sevens manager Warrick Dent.

“As usual, the design and content were of the highest standard and we received plenty of positive feedback about what was another top quality publication from Two Up Front.”

Among those admiring the programme was International Olympic Committee president Jacques Rogge, who was guest of honour at the tournament following the historic decision last year to re-admit rugby to the Olympic Games.

Two Up Front introduced the concept of a pocket guide to be sold with the programme when the company was first contracted to produce the souvenir publication in 2005.

Two Up Front also publishes the souvenir programme for the HKFC IP Global International Soccer Sevens and Annual Reports for the HKRFU and Hong Kong Football Club.

In addition, the company handles worldwide PR for the HKFC IP Global International Soccer Sevens and two high-profile golf tournaments, the Hong Kong Open and the Ballantine’s Championship in Korea.

Two Up Front’s official programme and pocket guide for the Hong Kong Sevens once again proved an irresistible buy for rugby fans.

For the fifth year in a row, the dual publication sold out before the tournament had finished.

"Once again, we received extremely positive feedback about the programme and the pocket guide and the fact that it sold out once more is very gratifying,” said Two Up Front editorial director Niall Donnelly.

"This year, we tried to place more focus on some of the newer teams who were taking part, so we had features on both the West Indies and Uruguay in addition to articles about the big guns such as New Zealand, South Africa and Fiji.”

Two Up Front introduced the concept of a pocket guide to be sold with the programme when the company was first contracted to produce the souvenir publication in 2005.

Two Up Front also publishes the souvenir programmes for the GFI HKFC Tens rugby tournament and UBS Hong Kong Open golf showpiece.

In addition, the company handles worldwide PR for the GFI HKFC Tens, the UBS Hong Kong Open, the HKFC IP Global International Soccer Sevens and the Ballantine’s Championship golf tournament in Korea.