Asahi Super Dry has today unveiled women’s rugby star, Ellie Kildunne, as the official ambassador for its Women’s Rugby World Cup 2025 partnership, as part of the brand’s Rugby Like Never Before campaign. The announcement marks 100 days to go until the highly anticipated tournament, which kicks off on 22 August.
To mark the announcement, Asahi Super Dry has released striking new imagery of Kildunne, capturing her fierce, confident style off the pitch. The visuals reflect the ambitions of the Rugby Like Never Before campaign, which strives to highlight women’s rugby and the culture that surrounds it in a unique and distinctive light.
The bold new campaign from Japan’s No.1 beer aims to make watching and celebrating women’s sports more accessible for fans across the UK, by collaborating with key customers on a commitment to screen & amplify this year’s biggest showcase of elite women’s rugby.
Rugby Like Never Before also means a nationwide launch of a consumer promotion across limited edition packs and QR codes on glassware, offering fans a chance to win tickets to the Final, between May and September. The limited-edition pack supports the broader social campaign which will blend the worlds of sport, fashion, and culture, setting the tone for a new era of rugby.
Asahi Super Dry’s RWC 2025 campaign forms part of Asahi’s broader global partnership of RWC, which spans the next three Women’s & Men’s Rugby World Cups in England (25) and Australia (27 & 29).
Ellie Kildunne, Asahi Super Dry’s Women’s Rugby World Cup 2025 ambassador said: “With the tournament on home turf this summer, this is a year where women’s rugby will be more popular than ever, and we have a huge opportunity to bring the game to a whole new audience. It is amazing to see the work that Asahi Super Dry are doing to challenge perceptions and inspire more people to connect with the game, and I am proud to be a part of that with them.”
Robert Hobart, Marketing Director, Asahi UK said: “Ellie is not just a world-class athlete, she is a powerful role model who is redefining what women’s rugby can look like. Her passion, individuality, and fearless style on and off the pitch perfectly capture the spirit of Rugby Like Never Before. Through our partnership, we hope to inspire sports fans and show that the future of rugby is more exciting, and inclusive than ever.”
With anticipation building ahead of the tournament, Asahi Super Dry invites fans across the UK to raise a glass to a bold new era of women’s rugby.
