The World Rugby Sevens tournament has traditionally boasted a carnival-like atmosphere for fans and players in arenas all over the world.
But for the April 16-17 Singapore leg of the series, the party atmosphere will extend beyond the Sports Hub's walls.
Clarke Quay is the official after-party partner of the 2016 HSBC World Rugby Singapore Sevens, which means fans can continue their merry-making at the popular tourist destination after the end of each day's action.
Low Teo Ping, chairman of Rugby Singapore, explained: "We had worked with stakeholders and sponsors to ensure an integrated experience for all spectators where the action at the stadium extends to a true Singapore experience after.
"In today's terms, a sports event cannot be just a bread-and-butter activity of only sports.
"We have to wrap it around all the other elements such that fans will want to continue supporting it.
"This event is not just for those rugby enthusiasts and we are stretching it even further (with the tie-up with Clarke Quay)."
A special shuttle bus service will be arranged to take spectators to Clarke Quay where a three-day music festival will be held.
Sevens ticket holders can also expect discounts and other privileges from participating outlets.
Rugby fan Clarence Lam welcomed the partnership.
"It is a good initiative to show the players and fans what Singapore is all about," said the 40-year-old business operations manager.
"The Rugby Sevens is more than just about the sport. It's also about the fans and this will encourage the whole family to get involved."