Asahi Breweries is joining in the Rugby World Cup 2023 as a global partner

Rugby World has announced the details of a new business partnership and the Asahi Group will join the family of global partners for the 2023 Rugby World Cup in France.

Under the agreement, Asahi Super Dry will be the official beer of the event, starting on September 8, and will be held at 9 world-class venues the length and breadth of the host country.

Before the Japanese brand announced its joining the 2023 Rugby World Cup business family, Japan broke the record for the record-breaking 2019 Rugby World Cup. The strong interest of Asian brands in major events. This transaction reflects the growing influence of rugby on a global scale and Asahi's ambition to enter new markets.

Asahi Super Dry was launched at the first Rugby World Cup held in New Zealand in 1987. It also shared the core values ​​of rugby passion and unity and hoped to capture the imagination of fans around the world as they will contribute to the tournament's success.

World Rugby Chairman Sir Bill Beaumont said: “We are delighted to be welcoming Asahi Group to the family of Worldwide Partners for Rugby World Cup 2023. Their appointment not only reflects the prestige and truly international appeal of our event but of the power of a growing and global sport to reach and engage new audiences. We look forward to working closely with them to deliver what promises to be a very successful and special Rugby World Cup.”

World Rugby Chief Executive Alan Gilpin added: “Asahi is a Japanese brand with big global ambitions and in many ways this deal reflects the glowing legacy of the 2019 tournament, which has driven huge interest from Japanese and wider Asia brands in Rugby World Cup, having witnessed how successful it can be in bringing a host nation together, attracting fans from around the world and creating new business partnerships.”

Asahi Breweries, Ltd. President Shiozawa said: “It is a great honor to be the first Asian company to be involved with Rugby World Cup 2023 in France, rugby's most prestigious tournament, as a Worldwide Partner. Asahi Super Dry was born in 1987 when the first Rugby World Cup was held. We sympathize with rugby’s passion and core values, which involve facing any difficulties, respecting each other, and moving forward together. These values are also shared with Asahi Super Dry, which will carry the ambition to cheer for all teams, act positively and work hard together to unite the entire world. Asahi Breweries, Ltd. will look to share the excitement and unforgettable moments with everyone around the world, contributing to the tournament’s success. I’m convinced that the world can be united through this partnership.”

Asahi Europe & International Chief Marketing Officer, Grant McKenzie added: “Rugby World Cup 2023 and Asahi Super Dry shares a declared passion for creating memorable and moving occasions. Through this partnership, Japan’s leading beer, Asahi Super Dry, will be delivered to a truly global audience in over 200 territories. We look forward to sharing the unique taste of modern Japan with rugby fans around the world.”

“Rugby World Cup 2023 in France” captured the imagination of fans around the world, and the initial inventory available and “follow my team” and “city” packs sold out in record time. With more tickets on sale in the fall of 2021, France 2023 will become the main attraction on the sports calendar that year, bringing the rugby family together to celebrate the sport's 200th anniversary.

World Rugby recently announced its roadmap for development for the next decade, and the International Federation has reached a record level of interest in commercial partnerships in its field. The full list of France's global partners in 2023 are expected to be completed before the end of this event, when Asahi Group becomes the third partner to be confirmed, joining the major Society General and MasterCard.

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