Asahi Super Dry extends RWC sponsorship to 2029

Asahi Super Dry is continuing its partnership with Rugby World Cup by becoming Official Beer and Principal Partner of all tournaments until 2029.

This includes Women’s Rugby World Cup England 2025 and Australia 2029 as well as Men’s Rugby World Cup Australia 2027. The announcement follows the brand’s sponsorship of Rugby World Cup 2023 in France, where Asahi Super Dry delivered five million pints to rugby fans.

Asahi Super Dry says the partnership will bring “a fresh perspective of the sport” to global audiences. The Japanese beer brand says it will use its exclusive rights to activate a global, multi-channel marketing campaign for each tournament, seeking to reimagine traditions in beer, rugby and culture.

Official match venues will offer Asahi Super Dry’s alcoholic and alcohol-free beverages.

Asahi Super Dry will also be the presenting partner for the Official Rugby World Cup Podcast.

“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,” said Asahi Beverages New Zealand CEO Andrew Campbell.

“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.”