Bupa welcomes New Zealand rugby stars to HK

Bupa Hong Kong is welcoming New Zealand’s rugby sevens teams, the All Blacks Sevens and Black Ferns Sevens, to the city ahead of the Hong Kong Sevens. This partnership reinforces the brand's commitment to celebrating teamwork, and the importance of health and wellness.

As the official global healthcare partner of the All Blacks Sevens and Black Ferns Sevens, Bupa is dedicated to supporting health and wellbeing in all its forms. This partnership underscores Bupa’s belief that good health is essential for success, both on the rugby field and in everyday life.

Bupa’s mission of helping customers to live longer, healthier, happier lives and making a better world aligns perfectly with the All Blacks philosophy. This four-year partnership between Bupa and New Zealand Rugby will encourage positive health and wellbeing behaviours through celebrating health in all its forms.

As part of a welcome event attended by over 200 guests and fans, two players from the All Blacks Sevens and two players from the Black Ferns Sevens helped launch Bupa Hong Kong’s Healthy Cities: Together We Step – Season 1, inspiring people across Hong Kong to take small, daily steps toward better health.

The elite athletes in the All Blacks Sevens and Black Fern Sevens serve as role models to activate the Healthy Cities initiative, motivating audiences to embrace healthier lifestyles. Through Blua, Bupa’s home of digital health, participants can track their activity levels, stay motivated and make wellness a part of their everyday routine.

Building on this commitment to wellbeing, Bupa also unveiled a powerful new global campaign that spotlights the personal health journeys of New Zealand rugby stars past and present.

It features the All Blacks, All Blacks Sevens, Black Ferns and Black Ferns Sevens teams and iconic legends each with their own health and wellness experience to share. This includes Sir John Kirwan, Ruby Tui, and Aaron Cruden, as well as Tone Ng Shiu of the All Blacks Sevens and Dhys Faleafaga of the Black Ferns Sevens who are set to participate in the Hong Kong Sevens.

The campaign is brought to life through a first-of-its-kind image, Human After All, where each player is captured with a word they have personally chosen to represent their unique health story, such as loss, resilience, motherhood or cancer, revealing the human behind the jersey.

This initiative follows global research from Bupa, which shows that 71% of young adults (18-44 years old) believe role models can inspire positive health change. By showcasing the experiences of these sporting icons, Bupa, aims to normalise conversations about health worldwide.

Playing at the Hong Kong Sevens this year, Dhys Faleafaga said, “It was awesome to have the chance to work with Bupa on the Human After All and to see another way they are highlighting the importance of health here in Hong Kong. I hope my sharing my personal health and wellness story encourages others to do the same, whether they are here in Hong Kong or around the world.”

This year marks a new chapter for rugby in Hong Kong, as the Hong Kong Sevens moves to the new Kai Tak Sports Park. It is also the first time the All Blacks Sevens and Black Ferns Sevens enter the tournament as reigning champions, reinforcing their legacy as leaders in the sport and role models for health and performance.

“We are excited to welcome New Zealand Rugby to Bupa Hong Kong to champion wellbeing, inspire healthier lifestyles, and support these world-class athletes in performing at their very best", said Fiona Harris, managing director of Bupa Hong Kong. "Rugby has a deep history in Hong Kong—just like Bupa. We provide our customers with a seamless experience of connected care, bringing together health insurance with our own health services as one team.”

MARKETING-INTERACTIVE has reached out to Bupa HK for more information.

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