Almost 1,000 pubs and bars across the UK have today signed up to Asahi Super Dry’s Pub Pledge – a nationwide commitment to support and screen Women’s Rugby World Cup 2025 to make this year’s tournament the most-viewed women’s rugby event in UK pub history.
To mark the milestone, world rugby icon, Ellie Kildunne, has joined forces with fan collective Set Piece Social to launch The Asahi Open Arms – a vibrant, fan-first venue in the heart of Shoreditch, London. Designed to reimagine the modern matchday pub, it sets a new benchmark for how women’s rugby can be enjoyed: inclusive, community-led, and full of culture.
Inspired by the Japanese spirit of hospitality, The Asahi Open Arms places connection and celebration at its core. Throughout the tournament, it will host grassroots events including live screenings, Q&As, exclusive launches and more, establishing itself as the capital’s hub for women’s rugby culture.
New research commissioned with Her Game Too, the award-winning campaign tackling sexism in sport, and in collaboration with the Stonegate Group, reveals the barriers fans face in accessing women’s sport in pub. According to the research, 60% of fans believe that women’s rugby is in need of being shown more in public venues, with a further 63% claiming they would be more likely to visit a pub more regularly if they knew it showed women’s sport. Over a third (40%) even admit they’ve never seen women’s rugby shown at a pub before.
Asahi Super Dry, the official beer of the Women’s Rugby World Cup 2025, has launched the Pub Pledge as part of the brand’s wider ‘Rugby Like Never Before’ campaign, which redefines how the UK experiences women’s rugby – making it more visible, more accessible, and more celebrated than ever before.
Ellie Kildunne, Asahi Super Dry Women’s Rugby World Cup 2025 Ambassador, said: “I’m so proud to be involved in this campaign which is about lasting change – making women’s rugby not just visible, but part of pub culture for the future. Opening The Asahi Open Arms is a huge moment – as we focus on our final days of preparation, knowing there is a space where fans can come together, support teams, and be part of something bigger – is truly exciting. It’s how matchdays should feel.”
Rob Hobart, Marketing Director at Asahi UK, added: “Pubs are the beating heart of British sport. From major chains to local independents, publicans are uniting behind this pledge – showing just how strong the appetite is for women’s rugby. The Asahi Open Arms shows what’s possible. This isn’t just about screenings – it’s about setting a new standard for fan experience and building a more inclusive rugby culture.”
Naomi Fitzgibbons, Co-Founder of Set Piece Social, said, “Our mission at Set Piece Social is to create spaces where fans can feel welcome and connect with each other. With the growing excitement around women’s sports, partnering with Asahi Super Dry is a natural fit. As the Red Roses push boundaries on the field, the Asahi Open Arms invites all fans to enjoy a diverse and inclusive matchday experience for the Women’s Rugby World Cup 2025.”
To help fans find their nearest participating venue, Asahi Super Dry has partnered with Fanzo to launch a dedicated Bar Finder App, making it easier than ever to discover where to watch the Women’s Rugby World Cup 2025 – and be part of the movement.
Venues can still sign up to the pledge at: uk.asahisuperdry.com/gb/wrwc/pub-pledge
