Dubai: The rugby sevens build-up begins early this year with the new Emirates Airline Dubai Rugby Sevens launch party taking place on October 17 at Meydan Beach, Jumeirah Beach Residence (JBR), just after tickets go on sale on October 15.

In addition to the traditional long lunch, which this year features former England star Matt Dawson and New Zealand’s Keith Quinn, at the Intercontinental Hotel in Dubai Festival City on October 9, the launch party adds another element to the countdown to this year’s main event from December 4-6.

The launch party will include highlight videos, music and cheerleading from the Aggreko Dynamos, as well as competitions. Entrance is free and DJ Dave Crane will be the host.

Partygoers are encouraged to get into the sevens mood by coming along in fancy dress, with the best and most creative outfits winning prizes. Those who buy rugby sevens tickets at the party can claim a free drink.

More than 100,000 people are expected to attend this year’s 45th Dubai Rugby Sevens, which will be particularly competitive as the top four finishers in the men’s and women’s overall world series secure a place in the 2016 Olympic Games.

More than 200 teams will take part in the invitation tournament, which is divided into 15 categories, and will attract many top international men and women, as well as under-18s, local Emirati, social and veterans teams.

For more information visit dubairugby7s.com and to be added to the guest list register at www.facebook.com/events/375490505936092/