World Rugby and Asahi Super Dry have extended their 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 the Women’s Rugby World Cup England 2025, the Men’s Rugby World Cup Australia 2027, and the Women’s Rugby World Cup Australia 2029.
Building on its debut at Rugby World Cup France 2023, Asahi Super Dry will be 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 games.
At official match and fan venues, Asahi Super Dry will offer a range of alcoholic and non-alcoholic beverages. Additionally, Asahi Super Dry will serve as the presenting partner for the Official Rugby World Cup Podcast.
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.”
