Wellingtons Sevens organisers are disputing reports this year's event is struggling to sell out.
A media report on Friday morning suggested only 1300 tickets had been sold by mid-December, just 4 percent of all tickets, since going on sale in September.
But general manager Steve Dunbar says this isn't the case.
"Ticket sales are up on the same point as last year, and we are looking forward to an even larger crowd at the stadium at the end of January."
Renowned as a day of alcohol and dressing-up, the tournament used to sell out in minutes. Crowd numbers have declined in recent years however. Last year, fewer than half of Westpac Stadium's 34,500 seats were filled.
But organisers say claims of a $300,000 loss in 2016 are also false, with the event turning a profit.
It has also been claimed last year's organisers tried to boost crowd numbers by moving the event to earlier in the year. But Sevens representatives say the event was shifted by World Rugby to accommodate the introduction of Sydney into the world-series circuit.
Dwindling ticket numbers saw organisers overhaul the marketing of the event and pricing in recent years, with the tournament now inclusive of a more family-friendly crowd.
Mr Dunbar says it's what the event needs to be successful once more.
"It really is a party for all. We are confident locals and others will see that the event has grown to become a live sports entertainment they can be proud of, and would like to see become iconic again."