Rugby: Asahi (beer) principal partner of the Men's & Women's World Cups until 2029

Japanese brewer Asahi is to continue as principal partner (1^st level) of the Rugby World Cups until 2029, announced World Rugby on 09/10/2024. The agreement covers the men's World Cup in 2027 (Australia) and the women's World Cups in 2025 (England) and 2029 (Australia).

The group, which is promoting its Asahi Super Dry beer brand as part of this agreement, made its first commitment to World Rugby as a global partner of the 2023 World Cup in France (from 08/09 to 28/10/2023).

As part of the 2025 Women's World Cup, the brand will offer:
• a search function for bars showing the matches integrated into the official competition app;
• a limited edition pack allowing consumers to win "exclusive prizes", including tickets to attend the final;
• a range of alcoholic and non-alcoholic beverages at all competition venues;
• exclusive information and content, as the presenting partner of the official Rugby World Cup podcast.

Asahi is the first partner to sign up as a principal partner for the Women's Rugby World Cup 2029, and the second for the Men's World Cup 2027 (alongside Emirates airline). For…