Japan beer brand Asahi Super Dry has extended its Principal Partnership with World Rugby for all men’s and women’s Rugby World Cups until 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 after the brand first partnered at RWC 2019 in Japan
World Rugby said via a statement that, “Asahi Super Dry will bring a fresh perspective to global audiences, launching bespoke multi-channel marketing campaigns for each tournament.”
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.”
The Japanese 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, while they will also develop a Bar Finder feature within the Official Women’s Rugby World Cup England 2025 App. This will help guide fans to the best venues to enjoy the atmosphere around RWC 2025.
At official match and fan venues, the brand will offer alcoholic and non-alcoholic beverages, and serve as the presenting partner for the Official Rugby World Cup Podcast which was first launched at France RWC 2023. The podcast will be offering fans behind-the-scenes insights and interviews.
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