As part of the brand’s Rugby Like Never Before campaign, the Pub Pledge aims to help operators commit to showcase women’s rugby ahead of the World Cup.
The brand will provide activation kits, PoS as well as visibility on the new Fanzo Bar Finder app.
Asahi Super Dry is aiming to create a national movement to amplify the women’s game and elevate the in-pub viewing experience for a new generation of fans.
It is also investing in digital and outdoor advertising alongside offering exclusive experiences in a bid to highlight its partnership with women’s rugby.
Unmissable event
Asahi UK marketing director Rob Hobart said: “As the official beer of the Women’s Rugby World Cup 2025, Asahi Super Dry is committed to championing the tournament and our valued on-trade partners who show the games in their venues.
“Our Pub Pledge enables us to identify the pubs and bars across the country that are gearing up for the games and ensure our dedicated sales team can provide them with everything they need to make it an unmissable event for their customers.”
The Women’s Rugby World Cup is set to start on 22 August, hosted across eight venues and cities around England, with the final taking place on 27 September at the Allianz Stadium in Twickenham.
Earlier this month (July), the British Beer & Pub Association (BBPA) called on the Government to extend pub opening hours during the tournament.
Central role
Trade body boss Emma McClarkin said the move would boost celebrations, promote inclusivity in sport and drive trade.
Recently, the BBPA strongly welcomed the decision to permit a contingent of relaxation of licensing hours during the UEFA Women’s Euro 2025 semi-finals and final.
This was exactly the kind of pragmatic, proportionate step that supports public celebration and the hospitality sector, while marketing the exceptional significance of major sporting occasions, the trade body said.
McClarkin added: “As the national home of live sport, pubs will play a central role in uniting communities and supporting the tournament’s success.
“Extending licensing hours will ensure this landmark tournament receives the recognition it deserves, promote inclusivity in sport and score points for the economy and country’s mood.”
