Asahi Becomes Worldwide Partner Of Rugby World Cup 2023
World Rugby has announced Asahi Breweries as a Rugby World Cup 2023 Worldwide Partner in a deal which will see Asahi Super Dry become the Official Beer of the tournament.
The tournament, which takes place in France, follows a ‘record-breaking’ 2019 tournament which was held in Japan, and surpassed all of World Rugby’s initial commercial revenue projections. The governing body for the sport says that was ‘largely influenced’ by interest from Japanese and wider Asian brands in the tournament, and that this deal reflects rugby’s ‘increasing global presence’.
World Rugby Chief Executive Alan Gilpin said: “Asahi is a Japanese brand with big global ambitions and in many ways this deal reflects the glowing legacy of the 2019 tournament, which has driven huge interest from Japanese and wider Asia brands in Rugby World Cup, having witnessed how successful it can be in bringing a host nation together, attracting fans from around the world and creating new business partnerships.”
“It is a great honour to be the first Asian company to be involved with Rugby World Cup 2023 in France, rugby’s most prestigious tournament, as a Worldwide Partner,” said Kenichi Shiozawa, President, Asahi Breweries.
“Asahi Super Dry was born in 1987 when the first Rugby World Cup was held. We sympathise with rugby’s passion and core values, which involve facing any difficulties, respecting each other, and moving forward together. These values are also shared with Asahi Super Dry, which will carry the ambition to cheer for all teams, act positively and work hard together to unite the entire world. Asahi Breweries. will look to share the excitement and unforgettable moments with everyone around the world, contributing to the tournament’s success. I’m convinced that the world can be united through this partnership.”
The 2023 World Cup will celebrate the 200th year of the sport, while World Rugby says the full Worldwide Partner inventory for France 2023 is ‘on track’ to be completed before the event marks two years to go with Asahi Group the third partner to be confirmed, joining Societe Generale and Mastercard at the top-tier level.
