Asahi launches Women’s Rugby World Cup 2025 campaign
Asahi Group Holdings has launched its campaign for the Women’s Rugby World Cup 2025 in the UK, Ellie Kildunne and backed by a £2m investment.
Asahi Group Holdings has launched its UK campaign in support of the Women’s Rugby World Cup 2025, for which Asahi Super Dry is the official beer.
The campaign centres around a new film featuring England’s Ellie Kildunne, alongside rugby fan collectives including Set Piece Social and Black Girls Ruck. It forms the foundation of a wider £2m investment across retail, hospitality, and media in the lead-up to the tournament, which will be held in England.
The film and campaign have aimed to spotlight fan culture and the evolving identity of women’s rugby, and have featured prominently across broadcast platforms including ITVx and Sky, with shorter edits running across paid social, YouTube, and digital out-of-home placements in major UK cities.
The campaign has included on-trade activation across pubs and bars, such as branded uniforms, glassware, digital content and QR-code ticket promotions, alongside off-trade retail campaigns in Sainsbury’s and Waitrose, run in partnership with Kettle Chips.
Asahi has partnered with City Football Group and Ellie Kildunne in a cross-sport collaboration to engage football fans with the Women’s Rugby World Cup 2025.
The campaign has also included branded content with SPORTbible and Hypebeast, and will be featured on the tournament’s official podcast. Asahi has integrated this activity with in-stadium LED advertising, fan zones, and hospitality experiences as part of its global presence at the tournament.
The Women’s Rugby World Cup 2025 will begin in England in September 2025, with growing commercial and broadcast interest in the women’s game. The tournament follows a record-breaking 2021 edition (held in 2022), and arrives amid rising investment across women’s sport in the UK.
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