irbsevens.com and James Mortimer 23.Sep.2013getty
The tournament is the second of nine rounds on the HSBC Sevens World Series 2013/14 and organisers are encouraging visitors to snap up tickets in advance to avoid disappointment and queues, as well as to save money.
Last year Samoa took the Dubai title for the first time with a stunning 26-15 victory over New Zealand, while the kiwi women took the spoils in their event - round one of the IRB Women's Sevens World Series.
South African World Cup winner Bobby Skinstad spoke recently at the event's Long Lunch and also urged fans to get in early.
"I love the Dubai Sevens, I have lots of happy memories of being involved as a young player, and recently as a member of a veterans team in the invitation tournament," he said.
"It's fantastic fun, a wonderful atmosphere, a 'must attend' for any rugby fan and it's definitely on my agenda to come back in November to support this year's tournaments.
"One of the things I particularly like about Dubai is the fantastic atmosphere and fun for everyone, whether you go with your mates, or with your family, and take the kids. I love looking at the fancy dress outfits, people make such an effort, it's brilliant.
"As a sport, Sevens is terrific. It's fast, furious and often very spectacular; and what's more, it's opening the game of rugby up to new audiences. It's great to see countries you don't really associate with rugby, like Kenya and Portugal, doing so well, and generating interest in the game back home because of it.
"And isn't it great that it's now an Olympic sport - it's going to be a really big success in Rio, and that can only be good for the game of rugby as a whole, let alone Sevens," Skinstad said.
Single day tickets for the event start from Dhs250 when you buy in advance (Dhs300 on the day), while two-day season tickets are from Dh400 (Dhs500 on the day).
"This is something we did last year and it proved both popular and successful,” said Donal Kilalea, the tournament's Commercial and Operations Director. "Buying tickets before the event speeds up the flow of people through the gates and minimises the queues that can sometimes build up at an event which attracts such huge numbers."
"Interest in the Emirates Dubai Rugby Sevens just grows and grows, and every year it becomes more popular, not just in Dubai, but with visitors from all over the world," added Gary Chapman, President Group Services and dnata, Emirates Group.
"It is a great showcase for Dubai, a fantastic sporting occasion with the world’s top players on show, and it’s always a wonderful atmosphere.
"There’s something for everyone; the Rugby Village is always a hive of activity, the fancy dress costumes become more daring every year.
"We are also very proud of our reputation as a great event for families – with a designated family entrance, 2,000 seats set aside in the Air BP family stand, improved crèche facilities and entertainment for children throughout the day."
Tickets can be bought online via www.dubairugby7s.com, Ticketmaster.ae and Virginmegastore.me, at the Whats On Box Office and at a number of outlets in Dubai: FIND A
Visitors also have the option of reserving their seats, and corporate hospitality packages are also available.
Children aged under 12 are admitted free general admission if accompanied by an adult and there is a free regular bus service running from 7he Sevens stadium to designated locations.