- Shared mission to grow audience share driving long-term partnership with rugby’s biggest global events
- Unique fan experiences planned for Women’s Rugby World Cup England 2025
- Asahi Super Dry confirmed as the second Principal Partner of Men’s Rugby World Cup Australia 2027 and first Principal Partner of Women’s Rugby World Cup 2029
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, Men’s Rugby World Cup Australia 2027, and 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.
World Rugby Chief Executive 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.”
Asahi Europe & International CEO Paolo Lanzarotti added: “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.”
About Asahi Europe & International
Asahi Europe & International is the international branch of Asahi Group Holdings, a global beverage and food company listed on the Tokyo Stock Exchange, Japan. It is the outcome of years of acquisitions, which allowed Asahi Group Holdings, a traditional Japanese producer of beer, whiskey and wide range of food products, to establish and strengthen its business in Europe and around the globe. Building on centuries of European brewing heritage, Asahi Europe & International runs 19 production facilities in nine countries across Europe and North America, and is the custodian of some of the best beer brands in the world, including Asahi Super Dry, Pilsner Urquell, Peroni Nastro Azzurro, Grolsch and Kozel. Within the Asahi Group, the remit of Asahi Europe and International is also to develop and manage all export markets globally, outside of Japan and Oceania. Covering 90 markets and with over 10,000 passionate colleagues on board, the business is well positioned to inspire people around the world to drink better.
About World Rugby
World Rugby is the global governing body for Rugby Union, leading a movement of more than 400 million fans and 8.4 million players affiliated to 133 national federations across six regional associations. It’s strategic purpose is to grow the sport by increasing its relevance and accessibility, particularly within younger age groups and women. As the pinnacle of the sport and the biggest celebration of men’s and women’s international rugby, Rugby World Cup is at the heart of that mission, generating revenue for World Rugby to reinvest in the sport at every level, while increasing rugby’s audience share within new markets and demographics. With host locations mapped out to 2033, Men’s Rugby World Cups in Australia (2027) and USA (2031) and Women’s Rugby World Cups in England (2025), Australia (2029) and USA (2033) provide a focused, long-term growth platform for the sport.
