Asahi Becomes A Top-Tier Global Partner Of Rugby World Cup 2023

World Rugby has announced a deal that will see Japanese beverage and food giant Asahi Group join as a global sponsor for Rugby World Cup 2023.

Asahi joins French banking group Societe Generale and Mastercard in the top-tier worldwide partner category for the 2023 national team tournament in France.

Under the agreement, the Tokyo-based company’s Asahi Super Dry brand will become the official beer of the tournament. It replaces Heineken as the official beer of the Rugby World Cup in Japan in 2019.

According to ASN data,  Asahi Breweries sponsorship investment has  cantered towards normalcy in Q221 to almost US$2.2m, a figure slightly above its three-year quarterly average investment of US$2m+. It has been also been involved in sponsoring Japan’s Top League since 2018 and taking over Heneiken as the official beer of the Rugby World Cup is a statement of intent in pushing deeper involvement in the game.  

Asahi Breweries president Kenichi Shiozawa said, “It is a great honour 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.”

World Rugby chairman Bill Beaumont added, “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.”

According to World Rugby, the full worldwide partner inventory for France 2023 is on track to be completed before the event marks two years to go.

Rugby World Cup 2023 will take place in France from September 8 to October 28  with matches played in nine venues across ten host cities. The tournament will be the tenth men’s Rugby World Cup and the second to be hosted by France.