The International Rugby Board and the Government are pinning their promotion hopes on the 2000 media beginning to gather in New Zealand for the tournament.
The Government is expecting business and tourism spin offs and the IRB wants greater attention for the game it is trying to spread beyond the traditional rugby nations.
Hundreds of journalists are already in New Zealand for the event.
IRB communications manager Dom Rumbles says he has noticed a big increase in worldwide interest since Rugby Sevens was included in the Olympics, giving the sport a "leg-up'' especially in the United States.
NBC TV is screening World Cup games live there for the first time.