World Rugby and Asahi Super Dry have extended their successful partnership, with Japan's leading beer brand continuing as Principal Partner for all men’s and women’s Rugby World Cups through 2029. The long-term deal includes Women’s Rugby World Cup England 2025, the Men’s Rugby World Cup Australia 2027, and the Women’s Rugby World Cup Australia 2029, reflecting a shared goal of expanding rugby’s global reach.
Building on the debut success at Rugby World Cup France 2023, Asahi Super Dry will bring a fresh perspective to global audiences, launching bespoke multi-channel marketing campaigns for each tournament. The brand will kick off its Women’s Rugby World Cup England 2025 campaign with a nationwide launch of a limited-edition pack, offering fans a chance to win exclusive prizes, including tickets to the final. The campaign will also feature social media, broadcast advertising, and influencer partnerships to engage fans.
Asahi Super Dry will also develop a Bar Finder feature within the Official Women’s Rugby World Cup England 2025 App, guiding fans to the best venues to enjoy the atmosphere around what promises to be the biggest and best women’s rugby event ever.
At official match and fan venues, Asahi Super Dry will enhance the fan experience with a premium range of alcoholic and non-alcoholic beverages, promoting responsible enjoyment. Additionally, Asahi Super Dry will serve as the presenting partner for the Official Rugby World Cup Podcast, offering fans behind-the-scenes insights and exclusive interviews, continuing the podcast’s huge breakout success at France 2023.
Asahi Europe & International CEO Paolo Lanzarotti said:
“We are excited to renew our partnership with World Rugby and extend our support of Rugby World Cup. It is particularly exciting for us to support the women’s game, which is going from strength to strength with the global women’s rugby’s fanbase projected to grow by over 70 per cent by 2033."*
“The social celebration of a Rugby World Cup is the perfect platform for the Asahi Super Dry brand and we look forward to offering fans unique opportunities to experience the game like never before.”
World Rugby CEO Alan Gilpin said: “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.”
*Nielsen 2022/WR
