The Asahi Super Dry brand has become the title partner of rugby union’s 2024 Pacific Nations Cup national teams competition.

Through a deal unveiled today, that Asahi Breweries brand becomes the title partner and official beer of that six-team event, which will run between August 23 and September 21.

The tournament involves Fiji, Samoa, Tonga, the US, Canada, and Japan, and involves a pool phase initially before two finals weeks in September (all of those latter-stage games will take place in Japan).

Japanese brand Asahi will look to capitalize on Japan’s presence in the tournament, with that nation one of rugby union’s major growth stories over the last decade.

Asahi was also a worldwide partner of the Rugby World Cup in France late last year.

Alan Gilpin, chief executive at the World Rugby global governing body, has said: “We are delighted to welcome Asahi as title sponsor of the Asahi Super Dry Pacific Nations Cup 2024. Their appointment reflects the prestige and international appeal of the tournament with a new format designed to supercharge fans’ engagement.”

The Pacific Nations Cup, first held in 2006, acts as a second-tier competition that is intended to strengthen nations below the level of the best national teams by providing meaningful games in a tournament format.

Kazuo Matsuyama, Asahi Breweries’ president, added: “The Pacific Nations Cup finals, which will determine the team standings, is being staged in Japan, and we are confident that the matches will generate tremendous interest and enthusiasm among the Japanese public.”

Outside of rugby union, Asahi is also a prominent sponsor of English soccer champions Manchester City, while earlier this year it was also a partner of tennis’ Australian Open.