Asahi Super Dry partnered with World Rugby as the Official Beer of the Women’s Rugby World Cup 2025, launching Rugby Like Never Before, a global campaign built to champion inclusivity, representation and cultural progress.

This was not a traditional sponsorship. Asahi Super Dry stepped beyond logo placement to become a catalyst for change, using its global influence to open up a historically exclusive sport and elevate women’s rugby on the world stage.

The aim was simple, make all fans at the WRWC 2025 feel like they belong.

By working alongside players, fans, and local communities, Asahi Super Dry helped create the physical, cultural, and social conditions for women’s rugby to thrive. It was about building visibility, belief, and belonging. As a best-in-class partner to World Rugby, the brand played a meaningful role in accelerating the women’s game into the global spotlight it deserves.