said.

A significant development this year is the addition of AT&T Corp. at the corporate sponsor level, John Kane, president of World Rugby Classic Ltd., said.

Mr. Kane, also chairman of Bermuda-based insurance management company, The Powerscourt Group Ltd., has guided the international rugby event since its inception.

The Classic takes "in excess of $500,000'' to stage, he said.

Airfare costs, by far the biggest expense associated with the Classic, are covered by corporate sponsorship, he said.

For this year's event, the ninth, scheduled for November 9 to 17 at the National Sports Club, some of the greatest internationals ever to play rugby will be brought to Bermuda from South Africa, England, France, Ireland, Scotland, Wales, Argentina, US and Canada.

Classic scores with sponsors To bring a team to Bermuda from the southern hemisphere costs around $45,000, Mr. Kane said.

As well as corporate sponsorship, the money to stage the event comes from corporate hospitality tents, ticket sales, merchandise and social functions.

The Classic also covers television production costs, airfare for referees and media as well as a week's accommodations for about 60 people.

As well as AT&T, the event's sponsors include the Bermuda Government, Bermuda Commercial Bank, EXEL Ltd., ACE Ltd., ADT Ltd., H.J. Heinz Co. and DHL Worldwide Express.

"Many companies here are inviting overseas clients to visit during the Classic,'' he said.

"We don't have money to pay the players so we have to put together a first class event, a unique experience,'' he said.

On the merchandising front, organisers are this year selling a pre-Classic line of items as well as the customary merchandise during the event.

And there is currently a plan in the works for a Front Street store to carry Classic merchandise in the six weeks prior to the event. The popularity of the that move will determine if items will be on sale year round.

And on the event side, organisers will add a pre-event concert on Friday, November 8 to the entertainment lineup.

The Classic will get air time on ESPN2, the BBC as well as South African television.

"This all adds to Bermuda as an attraction,'' he said.

Classic organisers have done a mailing to over 400 east coast travel agents and 70,000 flyers were placed in Rugby World magazine. UK rugby clubs, travel agents and other groups have also been contacted.

From last year's survey, Mr. Kane estimated the event attracted 2,000 people from overseas, 85 percent for the first time, with 95 percent indicating they would return.

"A lot of marketing has gone on this year and we hope it will increase numbers,'' he said.

He also said that: "We get tremendous support from the community.'' Without volunteers, the event would easily cost $1 million to stage, he said.

Since inception, the not-for-profit event has required about $100,000 in private funding, he said.

Overall, the Classic, which generates a "substantial'' return for Bermuda runs "like a well-oiled machine,'' he said.

Bermuda provides "a great atmosphere and a great meeting place.'' The Island event has not only provided a great venue but has also shaped it, he added.

Individuals from Japan will be attending this year's Classic with a view to fielding a team in future and possibly setting up a similar event in the Far East, he said.

The sport recently adopted a rule requiring all scrums to stay bound until the ball is out. The move encourages open play.

"Rugby has made it a law eight years after we did,'' Mr. Kane said.

JOHN KANE -- Powerscourt boss will be bringing the Classic back to Bermuda for the ninth year.