Asahi Super Dry Extends Rugby World Cup Success Story With Support of Men’s and Women’s Tournaments Until 2029

Asahi Group Holdings, Ltd.

Japan’s number one beer Asahi Super Dry is continuing its successful partnership with Rugby World Cup by becoming Official Beer and Principal Partner of all tournaments until 2029 including Women’s Rugby World Cup England 2025 and Australia 2029 as well as Men’s Rugby World Cup Australia 2027. The announcement follows the exceptional success of Rugby World Cup 2023 in France, where Asahi Super Dry delivered an impressive five million pints to rugby fans.

The partnership will see Asahi Super Dry bring a fresh perspective of the sport to audiences around the globe. The Japanese beer brand will utilize its exclusive rights to activate a global, multi-channel marketing campaign for each tournament which will seek to reimagine traditions in beer, rugby and culture.

Asahi Super Dry’s Women’s Rugby World Cup England 2025 campaign will kick-off with a nationwide launch of a limited-edition pack across cans and bottles for both master brand and 0.0%, offering fans the opportunity to win exclusive prizes, including tickets to the Final. The campaign will extend to social, broadcast advertising and influencer partnerships.

Asahi Super Dry will elevate the fan experience across official match venues with its super premium alcoholic and alcohol-free beverage offering, delivering on its commitment to provide a broad range of options for consumers to enjoy responsibly.

Asahi Super Dry will also be the presenting partner for the Official Rugby World Cup Podcast. Following the podcast’s breakout success during RWC 2023, the series will return in 2025 to offer fans behind-the-scenes access, exclusive interviews, and in-depth analysis, further connecting them to the previously unseen world that surrounds the game.

In line with World Rugby’s mission to grow women’s rugby audience share, Asahi Super Dry will partner with World Rugby to develop a Bar Finder, housed within the Official Women’s Rugby World Cup England 2025 App, directing rugby fans to the best venues to enjoy the games.

Asahi Super Dry is the first Principal Partner of Women’s Rugby World Cup Australia 2029, highlighting the brand’s commitment to both the men’s and women’s games.

World Rugby CEO, Alan Gilpin said: "We are thrilled to extend our relationship with Asahi as Principal Partner for all Rugby World Cups through to 2029. Their support at Rugby World Cup 2023 was integral to its success, and their renewed commitment demonstrates not only their passion for the game but also their belief in its growing appeal globally. We look forward to working together as we head towards the exciting tournaments in 2025, 2027, and 2029.”

Asahi Europe & International CEO Paolo Lanzarotti added: “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 occasion 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.”