Premiership Rugby today launched The J.P. Morgan Asset Management Premiership Rugby 7s Series, a new Friday evening summer 7s series, to take place in July and August and be broadcast live and exclusively on ESPN.

The innovative tournament, which will involve all 12 Premiership Rugby clubs, is designed to attract a new audience to the game and create a thrilling new opportunity for existing rugby fans to watch their favourite clubs play during the summer.

The 12 Premiership Rugby clubs will be divided into three groups for the tournament, with the winner and runner up of each regional event going through to the final, taking place on Friday 6th August 2010.

The three regional events will take place at The Twickenham Stoop, Welford Road and Franklin's Gardens. Tickets for all events will be £10 for adults and £5 for juniors and can be purchased from Ticketmaster.co.uk or through the host clubs. The venue for the final will be confirmed shortly.

There will be six games each evening and, in accordance with IRB Regulations, each match will consist of two 7 minute halves with a 2 minute break at half time.

Games will start at 7.30pm and finish by 10pm and will include music and entertainment making each event an exciting summer evening out for families.

There will be prize money for the winner of each regional event as well as for the overall winner of the final.

The J.P. Morgan Asset Management Premiership Rugby 7s Series Fixtures:

Friday 16th July 2010, The Twickenham Stoop - J.P. Morgan Asset Management Premiership Rugby 7s Series Group A: Harlequins, Saracens, London Irish, London Wasps

Friday 23rd July 2010, Welford Road - J.P. Morgan Asset Management Premiership Rugby 7s Series Group B: Leeds Carnegie, Leicester Tigers, Newcastle Falcons, Sale Sharks

Friday 30th July, Franklin's Gardens - J.P. Morgan Asset Management Premiership Rugby 7s Series Group C: Bath Rugby, Exeter Chiefs, Gloucester Rugby, Northampton Saints

Friday 6th August, Venue TBC - J.P. Morgan Asset Management Premiership Rugby 7s Series Final: Featuring the winner and runner up from each pool.

Roger Thompson, Head of UK, J.P. Morgan Asset Management, commented "The Premiership Rugby Sevens is a hugely exciting development for rugby in the UK. We're delighted to be at the forefront of innovation in sport with Premiership Rugby. It's intelligent, fast and furious - a tremendous game to watch. We intend to do all we can to open up rugby sevens to as wide an audience as possible."

J.P. Morgan Asset Management will also be sponsoring ESPN's broadcast coverage of the new Premiership Rugby 7s Series - "We are delighted that ESPN will attract an even broader audience to J.P. Morgan Asset Management" added Thompson, "as the structure of our industry changes it is vital that we continue to adapt our strategy and find new ways to engage with our customers."

Jon Varney, Commercial Director of Premiership Rugby, said "The J.P. Morgan Asset Management Premiership Rugby 7s Series is a fantastic opportunity for fans to come down to see some high-octane fast running rugby entertainment and experience the party atmosphere of 7s combined with the quality of Premiership Rugby talent on a Friday evening in the summer. "

Jeroen Oerlemans, Vice-President TV Channels, ESPN EMEA said: "ESPN is delighted to be deepening its association with the core of English club rugby as we prepare to broadcast Premiership Rugby next season. We are committed to the game of rugby and its fans in England and beyond. We eagerly await the J.P. Morgan Asset Management Premiership Rugby 7s Series on ESPN."

ESPN will be on-site at each match venue, with details of the presenting line-up to be announced in due course. ESPN's live and exclusive coverage of the JP Morgan Asset Management Premiership Rugby 7s Series continues the sports media company's build up to its inaugural season of live, exclusive coverage of 43 Premiership Rugby matches in 2010/2011.

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