Banking group HSBC have been announced as the first title sponsor of the International Rugby Board's world sevens series.
It comes as the sport marks the first anniversary of sevens being voted on to the Olympic Games schedule, starting with Rio de Janeiro in 2016.
The sponsorship arrangement is a five-year deal, with the HSBC Sevens World Series beginning in Dubai on December 3-4.
The series also includes tournaments in South Africa, New Zealand, the United States, Australia, Hong Kong, England and Scotland.
IRB chairman Bernard Lapasset said: "These are very exciting times for our sport, and this deal will benefit rugby at all levels.
"We look forward to working in close collaboration with HSBC to further the promotion of the game in new and existing rugby markets as we count down to sevens' Olympic Games debut in 2016."