The start-up festival hosts its first event on 12 June in Richmond, London, where Zavvi.com will take title sponsorship of the main stage. Feeder, Just Jack (DJ), The Parlotones and Alex Gardner are all confirmed for the event, which fuses rugby 7s and music.
The online retailer will also run experiential activity to boost its gaming credentials through a Zavvi.com Gaming Zone, where revellers will have the chance to play the latest games. Those with VIP tickets will also have access to the Zavvi.com After-Party.
hosts the inaugural National 7s Series, which has been tipped for success similar to that enjoyed by Twenty20 cricket. Teams will also include sides from the IRB World Sevens Series and RFU Championship.
Following RugbyRocks, which is being endorsed by England and Harlequins scrumhalf, Danny Care, and Ireland and Ospreys winger, Tommy Bowe, the National 7s Series will travel to Bath, Manchester and Newquay.
Zavvi.com's deal with RugbyRocks comes as the retailer re-establishes itself in the UK music and gaming market following its acquisition by the Hut Group.
The brand went into administration in December 2008 and its stores were closed by February 2009. The following month, The Hut Group acquired the retailer and relaunched it as an online-only brand.
In February, Zavvi.com launched a sale called Mega Monday, which runs every week, offering up to 80% off the RRP of a selection of best-selling DVDs, CDs and books. The purpose of the ongoing activity is to increase awareness of the brand, and illustrate to consumers that it is a destination for purchasing goods in the entertainment category.
Last week, The Hut Group received £14m from investors partly to fund its expansion plans through acquisitions. The retail group already runs its self-titled site, the hut.com, as well as zavvi.com, and it also plans to launch a standalone site called gifted.com next month.
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