World Rugby has extended its partnership with Asahi Super Dry, making the beer brand the principal partner for all men’s and women’s Rugby World Cups until 2029.
As part of the agreement, Asahi aims to bring a fresh perspective to global audiences through bespoke, multi-channel marketing campaigns for each tournament.
Specifically, the brand’s campaign for the Women’s Rugby World Cup England 2025 will include a nationwide launch of a limited-edition pack, allowing fans to win exclusive prizes, such as tickets to the final. The initiative will be supported by social media engagement, broadcast advertising and influencer partnerships.
In addition, Asahi will introduce a Bar Finder feature within the Official Women’s Rugby World Cup England 2025 App, helping fans discover the best venues to watch the tournament.
Alan Gilpin, Chief Executive of World Rugby, commented: “We are thrilled to extend our partnership with Asahi Super Dry through 2029. Their support during Rugby World Cup 2023 was crucial to its success, and their continued commitment reflects their passion for the game and belief in its growing global appeal, particularly in the women’s game, which is going from strength to strength, reflected by record ticket pre-sales for Rugby World Cup England 2025.”
At match locations and fan zones, the Japanese beer brand will aim to enhance the spectator experience by providing a high-quality selection of drinks, both alcoholic and non-alcoholic, while also encouraging responsible consumption.
Additionally, the brand will be the lead partner for the Rugby World Cup’s official podcast, delivering exclusive interviews and behind-the-scenes content, following the podcast’s popularity during the 2023 tournament in France.
Paolo Lanzarotti, CEO of Asahi Europe and International, stated: “We are excited to continue our support of Rugby World Cup, especially the women’s game, which is rapidly growing. Rugby World Cup provides the perfect platform for Asahi Super Dry to offer fans unique experiences like never before.”
Asahi has used sports to promote its brands in the past. Last July, Manchester City announced Asahi ‘Super Dry 0,0%’ as the club’s new training kit sponsor for the 2023/24 season.
