Ticket sales for the 2017 Wellington Sevens are understood to be poor but organisers say sales are just ahead of this time last year.

It used to sell out in minutes, but by mid-December only a small number of tickets for the Wellington Sevens had been sold.

Tickets for the two-day event, which is being played at Westpac Stadium on January 28 and 29, went on sale in September.

In its heyday, the event sold out in a matter of minutes but it is understood that by mid-December only 1300 tickets had been sold for the tournament, despite the stadium having a capacity of 34,500. However, NZ Rugby, while it won't divulge numbers, denies the figure was that low.

CAMERON BURNELL/FAIRFAX NZ My Little Ponies; Pippa Barrett, Karina Duffy and Lisette Hakkens at the Wellington Sevens.

Now, there are calls for Wellingtonians to get in behind the event to help boost sales.

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When asked about the mid-December sales figure, Wellington Sevens general manager Steve Dunbar said he did not know. "At some stage that would have been right but it is definitely not the case now."

While new sevens events such as Sydney and Vancouver draw big gates, the popularity of the Wellington Sevens has been on a downward spiral.

The 2016 event drew crowds of 15,000 people on both weekend days.

A combination of factors, including waning interest and a crackdown on intoxication has turned punters off the event in recent times.

There was no denying tickets were harder to sell than ever before, but sales were marginally ahead of the same period last year, Dunbar said.

"That's encouraging."

Despite previously providing pre-event ticket sale numbers, Dunbar said he would not be specific.

"Each year we listen to fans and to change the market approach. We are gearing up for that now."

Marketing would be done in communities and at events to let Wellington know about the changes such as the new entertainment and food offerings this year, he said.

"We are doing all we possibly can. I hope people come out and have a good time."

SUPPORT

Deputy Mayor Paul Eagle urged locals to come out and support the event.

"The expectation is that the sevens will never be the event that it once was. I appeal to Wellingtonians to get behind the event. They can remember the old days but there is nothing stopping people from having fun again."

The council still provided "minimal" funding, he said.

Exactly how much has not been revealed, however, it is understood to be in the vicinity of $150,000.

A recent meeting of the city council's council-controlled organisations committee suggested Wellington Regional Economic Development Agency take the lead on the sevens.

"There needs to be a rethink. Maybe it could be repositioned to become a community festival, perhaps at the Basin Reserve," Eagle said.

Hospitality New Zealand Wellington regional manager Dylan Firth said the industry was not expecting a big weekend and were basing expectations on last year, he said.

"The event is not as huge as it once was, so people are not putting any investment into it."

Last year organisers tried to boost crowd numbers by offering cut-price tickets and incentives for families to bring children. It also had the added draw card of All Blacks or Super Rugby players, who were preparing for the Olympics but they are unlikely to be playing this year.

In March last year the capital won its fight to retain the right to host the colourful sporting event for three more years.

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