Asahi UK has introduced a £2 million initiative aimed at helping stores boost their engagement with rugby enthusiasts during the Women Rugby World Cup 2025. As part of the initiative, Asahi Super Dry—Japan’s top-selling lager—will assist retailers in boosting product visibility and enhancing sales performance.
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The campaign will contain high-level media promotion and influencer marketing. Backed by tournament ambassador Ellie Kildunne, as well as roomy physical and ordinal on-trade support. Retailers will be buoyed with a fresh range of themed point-of-sale materials being introduced. Featuring pallet displays, aisle-end units, standalone display fixtures. Branded awnings, and a suite of digital marketing assets.
Asahi Super Dry will activate along with Kettle Chips in Sainsbury’s and Waitrose for the giant night in promotional displays. In calculation, fans will be able to win vouchers to The campaign will feature Rugby World Cup 2025 match tie-ins and branded merchandise—including hats, coolers, and mid-sized rugby balls—supported by an on-pack promotion running through to September.
Asahi Super Dry Launches Interactive QR Code Promotion
The promotion will launch across all formats of Asahi Super Dry and Asahi 0.0% bottles, cans, and branded glassware encouraging fans to scan QR codes for participation in a mobile game for a chance to instantly win prizes. Outside of the off-trade, Asahi Fantastic Dry will determine global awareness with imprinting at the games.
Including LED perimeter sheets and media settings, as well as through digital and outdoor advertising and experiential movement. The product will also run a program of money-can’t-buy experiences, with a welcome at matches and fanzines transversely the country. Partnerships with SPORT bible.
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Collaborations with Hype Beast and the official Women Rugby World Cup 2025 podcast will help elevate the brand’s presence. At the same time, Ellie Kildunne will lead Asahi Super Dry’s ‘Rugby Like Never Before’ campaign, designed to boost awareness and improve access to women’s rugby throughout the UK.
Asahi UK Invests £2M to Help Retailers During Women Rugby World Cup 2025
Women’s rugby is enduring to go from strength to métier, now boasting 1.5 million fans in the UK alone. Women’s domestic sport reached new heights last year, attracting 44.7 million viewers—a rise of 19% over the 2022 figures. Looking ahead to the 2025 tournament, an estimated 350,000 tickets are expected to be sold, according to Rob Hobart, Marketing Director at Asahi UK.
The Women Rugby World Cup 2025 promises to be a landmark occasion, and we’re committed to supporting our retail partners in making the most of this opportunity. Our £2m operation offers wide-ranging support, from high-impact media to a suite of new PoS materials and alphanumeric tools, designed to determine footfall and rummage sales.
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We’re also giving fans incredible probabilities to win, fostering a deeper assembly with the tournament and Asahi Super Dry, equally in-store and at home. Wallaroos aspirants will have another chance to shove for selection gaining of the Women’s Rugby World Cup in England, with Rugby Australia publicizing an Australia A side will take on Samoa at Canberra’s Viking Green on June 28.
Wallaroos Set for Key Pre-World Cup Clash Backed by Pacific
Backed by the Australian Government’s Pacific Aus Sports program, this match is scheduled less than three months before the Women Rugby World Cup, making it a crucial preparatory fixture for both sides. The Wallaroos, who made history by securing their first major title with a WXV 2 victory in South Africa last year, will see this as a key milestone in their build-up to the tournament.
General Director of Women’s Rugby, Jilly Collins, said in a statement. The Australia A feature is a fantastic opportunity for players on the tip of national selection moreover this year or in future years to have a discrimination of the international arena, while experienced players likewise have an opportunity to push for higher collection.
The Australia A squad set to face Samoa’s Manusina will be announced two days before the match, scheduled for June 26. A wider Wallaroos training group assembled in Canberra on Monday in preparation. It’s the first of two training hunks this month before pleasing on New Zealand’s Gloomy Ferns at Wellington’s Sky Stadium on July 12.
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