Asahi to remain as Rugby World Cup principal partner until 2029
World Rugby has extended its agreement with Japanese beer brand Asahi Super Dry until 2029.
Asahi will remain as a principal partner for all men’s and women’s Rugby World Cups over the duration of the new contract. These include the England 2025 Women’s Rugby World Cup, the Australia 2027 men’s Rugby World Cup, and the Australia 2029 edition of the women tournament.
The renewal follows the company’s successful collaboration during the France 2023 Rugby World Cup.
Asahi is set to launch multi-channel marketing campaigns for each tournament, including a nationwide limited-edition pack for the Women’s Rugby World Cup England 2025, through which fans will have the opportunity to win exclusive prizes, including tickets to the final.
In addition, Asahi Super Dry will introduce a “Bar Finder” feature within the tournament’s official app, helping fans locate the best venues to enjoy the matches.
Asahi will continue as the presenting partner of the Rugby World Cup Podcast, providing fans with exclusive behind-the-scenes content and interviews.
Alan Gilpin, CEO at World Rugby, said, “We are thrilled to extend our partnership with Asahi Super Dry through 2029.
“Their 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.”
World Rugby has also renewed its partnership with HBS, which will serve as the host broadcaster for all upcoming Rugby World Cups through to 2029.
HBS will be responsible for the full production of rugby’s flagship competitions, including the management of the Rugby World Cup International Broadcast Centres, satellite distribution, and providing services to rights-holding broadcasters worldwide.
Under this new agreement, HBS will aim to boost the global reach of both the Men’s and Women’s tournaments, with a particular focus on expanding the Women’s Rugby World Cup audiences.
HBS will work closely with World Rugby to implement innovative technologies and reduce the environmental impact of host broadcast production, aligning with the organisation’s sustainability goals.
The France 2023 Rugby World Cup, produced in partnership with HBS, generated 1.33 billion viewing hours globally, a 33% increase from the previous tournament. The 2021 Women’s Rugby World Cup in New Zealand also achieved record viewing figures, and both events were widely praised for their innovative coverage.
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