Rugby: Asahi (beer, JPN), third worldwide partner of the 2023 World Cup in France

Japanese beer brand Asahi has become a "worldwide partner" (first level) of World Rugby for the 2023 Rugby World Cup in France (from 08/09 to 28/10/2023), announced the body on 27/04/2021.

"The announcement that a Japanese brand is joining the Rugby World Cup 2023 commercial family follows a record-breaking Rugby World Cup 2019 in Japan, which surpassed all initial commercial revenue projections. The deal reflects rugby's increasing global presence and impact and Asahi's ambition to penetrate new markets. Launched in the same year as the inaugural Rugby World Cup in New Zealand in 1987, Asahi Super Dry also shares rugby's core values of passion and solidarity and will look to capture worldwide fans' imagination as they will contribute to the tournament's success," said World Rugby.

The Asahi Breweries brand, gold partner of the Tokyo 2020 Olympic and Paralympic Games, becomes the third worldwide partner of the competition after the French bank Société Générale (agreement on 06/10/2020) and Mastercard, an American group specialised in payment solutions (on 25/02/2021).