Asahi Super Dry is continuing its 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 success of Rugby World Cup 2023 in France, where Asahi Super Dry delivered 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 utilise 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.
2025 marks the first time Asahi Super Dry has partnered with a Women’s Rugby World Cup tournament and the brand says it is proud to support this increasingly popular sport and contribute to World Rugby’s mission to grow women’s rugby audience share.
“Rugby is much more than just a game in New Zealand – it is a way of life and an integral part of how we connect within our communities,” says Asahi Beverages New Zealand CEO, Andrew Campbell.
“Asahi Beverages NZ is incredibly excited to renew our partnership with World Rugby and extend our support of Rugby World Cup, particularly of the women’s game.
“It is going from strength to strength with the global women’s rugby’s fanbase projected to grow by over 70 per cent by 2033.
“Rugby brings our whole country together and the social occasion of the Rugby World Cup is the perfect platform for the Asahi Super Dry brand. We can’t wait to offer fans unique opportunities to experience the game like never before.”
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