Rugby Like Never Before - Asahi Super Dry, Women's Rugby World Cup 2025

In 2025 Rugby Like Never Before was Asahi Super Dry’s bold, nationwide initiative to transform equality and inclusion in UK sport by making women’s rugby truly visible, celebrated, and accessible. Despite rising interest, new research revealed a significant barrier: 63% of Brits would watch more women’s rugby if it were shown in more venues, and 58% of fans were seeking more inclusive spaces to enjoy the game. As the 2025 Women’s Rugby World Cup approached Asahi Super Dry recognised an urgent opportunity to break longstanding visibility gaps in women’s sport.

In partnership with England rugby star Ellie Kildunne, Asahi Super Dry launched the Rugby Like Never Before ‘Pub Pledge’ - a landmark commitment for UK pubs to screen every match of the Women’s Rugby World Cup and future women’s fixtures. More than 1,200 pubs signed at launch, marking the largest collective pledge for women’s sport visibility in UK hospitality. The launch was also supported by former women’s rugby international and MP Tonia Antoniuzzi. To demonstrate what inclusive fandom can look like, Asahi Super Dry also unveiled The Asahi Open Arms in collaboration with fan collective Set Piece Social. Rooted in the Japanese principle of Omotenashi, it offered a welcoming, prejudice-free space powered by community-led programming, including fan Q&As, cultural takeovers, and watch parties hosted by diverse voices such as Black Girls Ruck. Alongside a new Bar Finder tool developed with Fanzo, the campaign broke down access barriers and