Asahi Super Dry’s Latest Campaign Spotlights Rugby Like Never Before
Amping up excitement for the 2025 Women’s Rugby World Cup.
Playing its part in yet another landmark summer for women’s sports, Japanese beer brand Asahi Super Dry has revealed it will be sponsoring this year’s Women’s Rugby World Cup.
The announcement was made through the release of a new campaign film spearheaded by English Rugby player and Olympic athlete Ellie Kildunne. Coming off her title win at the Women’s Six Nations, Kildunne stars in the visuals as one of the top-performing players in rugby, and with the launch of her creative agency 5022studios last year, she brings with her a new, more inclusive side to the centuries-old sport.
Alongside the rugby star, Asahi Super Dry also enlists London-based team Black Girls Ruck. Embodying the brand’s dedicated slogan for the tournament, “Rugby Like Never Before,” they come together to showcase how local communities are also redefining the game by making space for women, non-binary, and people of color on a grassroots level. In a colorful celebration of their work, the visuals feature the campaign stars in custom-designed rugby shirts matching a graphic backdrop that mimics Asahi Super Dry beer.
Check out the new campaign video in the gallery above. To find out more about Asahi Super Dry’s partnership with the Women’s Rugby World Cup, head to its website now.
