Asahi Super Dry Extends Rugby World Cup Partnership Until 2029

Asahi Super Dry has announced the extension of its partnership with Rugby World Cup as the Official Beer and Principal Partner for both men’s and women’s tournaments until 2029. This includes the Women’s Rugby World Cup in England in 2025 and in Australia in 2029, as well as the Men’s Rugby World Cup in Australia in 2027.

Building on the success of Rugby World Cup 2023, where Asahi delivered five million pints to fans, the brand will implement a global marketing strategy aimed at engaging audiences and enhancing the overall fan experience at matches. Asahi will offer a variety of alcoholic and alcohol-free beverages, promoting responsible consumption.

Additionally, Asahi Super Dry will be the presenting partner for the Official Rugby World Cup Podcast, which garnered significant interest during the 2023 tournament. The podcast will return in 2025, providing fans with exclusive content and deeper insights into the sport.

This partnership is significant for women’s rugby, marking Asahi’s first involvement in the Women’s Rugby World Cup. The global audience for women’s rugby is projected to grow by over 70% by 2033, and Asahi’s support reflects its commitment to both men’s and women’s games.

World Rugby’s CEO, Alan Gilpin, expressed enthusiasm about the partnership, noting that Asahi’s support was integral to the success of the recent tournament and is indicative of the growing appeal of rugby worldwide.

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