Asahi first partnered with the World Rugby governing body for the 2023 men’s World Cup in France. (Credit: World Rugby)

Asahi Breweries, the Japanese beverage company, has extended its deal today as a principal partner for all men’s and women’s Rugby World Cups (RWC) through 2029.

The long-term deal with the World Rugby governing body includes the 2025 and 2029 Women’s Rugby World Cups in England and Australia, respectively, and the 2027 men’s edition in Australia.

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Asahi first partnered with the World Rugby governing body for the 2023 men’s RWC in France.

That deal marked the brand’s first association with the sport’s showpiece event.

Under the renewed agreement, the Asahi Super Dry brand will be the official beer of the tournaments and will launch multi-channel marketing campaigns for each competition.

The brand will kick off its Women’s RWC England 2025 campaign with a nationwide launch of a limited-edition pack. The campaign will also feature social media, broadcast advertising, and influencer partnerships to engage fans.

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At official match and fan venues, Asahi Super Dry’s range of alcoholic and non-alcoholic beverages will be available to supporters.

Additionally, Asahi Super Dry will serve as the presenting partner for the official Rugby World Cup Podcast, offering fans behind-the-scenes insights and exclusive interviews.

Alan Gilpin, World Rugby chief executive, said: “Asahi Super Dry’s support during Rugby World Cup 2023 was crucial to its success, and their continued commitment reflects their passion for the game and belief in its growing global appeal, particularly in the women’s game, which is going from strength to strength, reflected by record ticket pre-sales for Rugby World Cup England 2025.”

Asahi Super Dry has been confirmed as the second principal partner of the men’s 2027 RWC and first for the women’s edition in 2029.

Dubai-based airline was the first principal partner announced for the 2027 tournament.

IT company Capgemini, credit card giant Mastercard, and insurance firm Gallagher are the other principal partners of the 2025 Women’s RWC.

World Rugby is set to unveil additional sponsors for the men’s and women’s World Cups in the coming weeks.

The 2025 Women's RWC will be held from Aug 22 to September 27 next year.