The Story
In April 2025, the National Stadium at Singapore Sports Hub once again, played host to one of the most anticipated events in sports: HSBC SVNS Singapore 2025. The stadium was transformed into a vibrant playground for rugby enthusiasts and culture aficionados, redefining sports entertainment. With over 42,000 attendees expected, it was more than a tournament—it was a global festival blending rugby’s fast-paced action with immersive entertainment, sustainable practices, and next-level fan engagement.
World Rugby envisioned HSBC SVNS as a global touchpoint to expand rugby’s reach beyond the pitch and appeal to broader audiences.
The Singapore edition was designed with three key objectives in mind:
1. Promote the Global Growth of Rugby
The event created a shared cultural experience that resonated across borders, engaging both local and international fans.
2. Attract a Diverse Audience
By integrating sports with entertaining fan zones, live performances, and interactive activities, the event catered to a wide demographic beyond rugby enthusiasts.
3. Craft a Unique Festival Atmosphere
With innovations like Beach Clubs and Gourmet Food Markets, fans were encouraged to relax and celebrate the SVNS spirit in a festival-like setting.
A blend of cultural immersion and interactive elements defined the creative concept of HSBC SVNS Singapore 2025. It wasn’t just about watching rugby—it was about experiencing the energy, vibrancy, and creativity that World Rugby promised.
Highlights of the Fan Experience
• Kickback Zones at the Beach Club
Fans could unwind in beautifully designed spaces, adding a relaxed yet exciting experience alongside the tournament.
• Savoury Moments in Gourmet Food Markets
Featuring a variety of culinary delights, these zones provided a taste of global flavours, elevating the event from a sports competition to a full-blown lifestyle experience.
• Live Music & Interactive Performances
Festival vibes filled the air with live music, performances, and interactive fan zones, making it a celebration of community and entertainment.
The branding for HSBC SVNS Singapore 2025 embraced the SVNS Masterbrand while integrating Singapore’s unique cultural identity. This localisation effort included a custom sun logo, tricode branding, and vibrant colour schemes that connected the global narrative to the local audience.
While World Rugby managed media and PR outreach, KIN played a vital role in on-ground execution and logistics. With an extensive scope, and ensured smooth delivery across several fronts:
• Event Delivery and Build
From venue setup to intricate constructions, KIN handled all site preparation.
• Venue Design and Construction
Creative design matched the event’s festive atmosphere and heightened fan engagement.
• Player Services and Back-of-House Operations
Seamless support for players was provided, ensuring they were well- equipped and comfortable throughout the event.
• Fan Engagement Activities
Innovative interactive zones offered unforgettable experiences for attendees.
• Sports Presentation and Spectator Experience
An electrifying spectator experience was delivered through cutting-edge sports presentation approaches.
• Overall Logistics Management
Across venue operations, stakeholder coordination, and meticulous scheduling, every logistical detail was executed flawlessly.
One highlight of the fan experience was the Sports Tryout Zone, which included a nostalgic twist for Singapore’s 60th birthday (SG60). Traditional “Old School Games” brought childhood memories back to life while fostering cultural connection and community celebration.
Sustainability wasn’t an afterthought—it was a core pillar of HSBC SVNS Singapore 2025. KIN helped integrate eco-friendly practices, ensuring the event aligned with modern ESG values in event planning.
Key Green Strategies included:
• Bagless Policy: Encouraged attendees to minimise waste by opting for reusable bags.
• Recycling Bins with Educational Signage: Promoted proper recycling habits among fans.
• Green Venue Selection: Featured eco-conscious choices like the Singapore Sports Hub and Swissotel The Stamford Hotel.
• Eco-Friendly Utensils: Used biodegradable silverware and bioware only.
• Sustainable Catering: Prioritised ethical ingredient sourcing to protect endangered species and minimise impact.
• Plastic Bottle Reduction: Encouraged participants to bring reusable bottles for hydration.
By weaving sustainability into its operations, KIN helped create a forward-thinking, environmentally conscious event model.
HSBC SVNS Singapore 2025 is testament to the success of structured workflows, strong cross-team communication, and meticulous upfront planning. With planning starting in December 2024, KIN leveraged over four months of preparation to deliver a world-class event without any reported challenges.
Kin’s involvement highlights their expertise in transforming high-level concepts into operational success. From event execution to strategic logistics and stakeholder collaboration, Kin showcased their ability to deliver industry-leading experiences.
As rugby evolves into a lifestyle-centric global sport, KIN continues to shape fan-first sports events in today’s competitive landscape, proving their value as trusted event delivery partners.
