Japan’s number one beer, Asahi Super Dry, has continued its successful partnership with the Rugby World Cup.
By becoming the Official Beer and Principal Partner of all tournaments until 2029, including the Women’s Rugby World Cup England 2025 and Australia 2029 and the Men’s Rugby World Cup Australia 2027, the announcement followed the exceptional success of Rugby World Cup 2023 in France, where Asahi Super Dry delivered an impressive five million pints to rugby fans.
“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,” said 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 the Rugby World Cup, particularly the women’s game. It is going from strength to strength, with the global women’s rugby fanbase projected to grow by over 70 percent by 2033.”
Asahi Super Dry will bring a fresh perspective on the sport to audiences around the globe and use its exclusive rights to activate a global, multi-channel marketing campaign for each tournament, seeking to reimagine traditions in beer, rugby, and culture.
It 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 surrounding the game.
"We are thrilled to extend our relationship with Asahi as Principal Partner for all Rugby World Cups through to 2029,” said World Rugby CEO Alan Gilpin.
“Their support at Rugby World Cup 2023 was integral to its success, and their renewed commitment demonstrates their passion for the game and their belief in its growing appeal globally. We look forward to working together as we head towards the exciting 2025, 2027, and 2029 tournaments.”
2025 marks the first time Asahi Super Dry has partnered with a Women’s Rugby World Cup tournament. The brand has proudly supported this increasingly popular sport and contributed to World Rugby’s mission to grow women’s rugby audience share.
Asahi Super Dry has become 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.
