Twickenham has lost the right to host the annual Rugby 7s extravaganza which attracts thousands of fans from around the world.

The event, part of the World Sevens Series sponsored by HSBC, has become a huge party with thousands, many in fancy dress, visiting the area.

It has been a massive money-spinner for the local economy, particularly pubs and restaurants.

However, World Rugby has announced that Twickenham does not feature in a new supercharged version up of the tournament, which will be presented as a festival.

The tournament travels the globe from Hong Kong to Los Angeles and Madrid, however there is no place next year at the home of rugby.

The World Sevens Series has undergone a re-brand, ahead of the 2023/24 season and will be known by the new name of 'HSBC SVNS'.

In the past, the Twickenham event has been – almost exclusively - for male international teams.

By contrast, the new look series will feature both men's and women's national teams from across the globe, making sure they get an even share of the limelight.

The hope is that it will attract more families, women and girls to an event that has, historically, been very 'laddish'.

In the past, the home nations each had their own teams competing on the global stage, however the country is now represented by GB teams, who also compete at the Olympics and Commonwealth Games.

The GB players will inevitably be disappointed that they do not get the chance to play in front of their home fans.

World Rugby said the new programme of events will feature eight iconic festivals, described as immersive experiences, as well as the world's best men's and women's athletes.

They will be held in Dubai, Cape Town, Perth, in Australia, Vancouver, Canada, Los Angeles, Hong Kong, Singapore and Madrid. It appears the Madrid option was selected ahead of Twickenham.

In response to the decision, England's RFU said: "Decisions on the format and schedule of the World Rugby Sevens Series are made by World Rugby.

"London has hosted the Sevens for many years and we are confident of being considered again for future series."

World Rugby chief executive, Alan Gilpin, said the idea is to present the annual event as a festival attracting families as well as hardcore rugby fans.

He said: "Our ambition is for SVNS to be at the forefront of our growth strategy, appealing to a younger, leisure-hungry audience.

"In eight iconic destinations played over seven months, we will bring together a truly immersive festival of rugby, music, food and experiences to create the ultimate weekend-long get together for young people, the hottest ticket and open a new era for the sport. 

"For the first time in rugby sevens history, all locations will be unified under the same approach, meaning that the overall experience is the same and we can optimise commercial revenue for reinvestment, including playing our part in ensuring that sevens is a viable career path for the talented players and Olympians."