Asahi Super Dry, the official beer of the Women’s Rugby World Cup 2025, has today launched its new campaign film as the centrepiece of ‘Rugby Like Never Before’ – a bold new platform celebrating the culture and confidence of women’s rugby and their fans.
Starring World Rugby Women’s Player of the Year, Ellie Kildunne, and a cast of rugby communities, including fans from Set Piece Social and Black Girls Ruck, the cinematic short blends fashion, sport and fandom to invite new audiences to see themselves in the game as the nation gears up a summer of Women’s sport.
Set within a striking environment, built to represent modern Japan, an ode to the brands heritage. The film fuses stunning fashion and unique fandom cues to spotlight the evolving culture of women’s rugby – one defined by individuality, passion and unapologetic pride. At its centre is Kildunne: dynamic, daring and proudly authentic, embodying a new generation of athletes who are reshaping the future of the game, on and off the pitch.
Ashai is using its brand power to elevate the visibility of women’s rugby and champion the fans behind it. The film goes live with just over 50 days to go until the tournament kicks off on home soil, forming the creative centre piece of Asahi Super Dry’s £2m ‘Rugby Like Never Before’ campaign – a nationwide push across retail, hospitality and media, all driving more love of the game.
Created in partnership with real rugby fan collectives, the campaign goes beyond matchday moments to shine a light on the communities, creativity and culture surrounding the women’s game – blending style and substance in a way only Asahi Super Dry can.
The campaign film will run across broadcast video-on-demand (VOD) platforms including ITVx and SKY, alongside targeted placements in TV’s within key pub gardens and YouTube inventory with Sky & newspaper publishers. Shorter edits will feature across paid social and digital out-of-home (DOOH) in major UK cities. The campaign will be further amplified through partnership content with Hypebeast and SPORTbible, as well as exclusive behind-the-scenes features on the official Women’s Rugby World Cup 2025 podcast.
Key campaign elements include:
- On-trade support across pubs and bars, including Women’s RWC2025 visibility kits, staff uniforms, digital content and branded glassware. QR-code promotions give fans the chance to win match tickets and exclusive prizes, with venue listings powered by the Official WRWC Bar Finder & Fanzo
- Off-trade activation across grocery and convenience, with limited-edition packaging, PoS displays and Big Night In retail takeovers in collaboration with Kettle Chips in Sainsbury’s and Waitrose.
- On-pack and on-glass promotions across Asahi Super Dry and Asahi Super Dry 0.0%, encouraging fans to scan and instantly win prizes including cool boxes, mini rugby balls, hats and tickets to the Final
- Cross Cultural media partnerships with SPORTbible, Hypebeast, and the Official Women’s RWC2025 podcast, blending storytelling and lifestyle content to connect with fans beyond the pitch, including an upcoming collaboration with City Football Group
- Cross sport partnership with City Football Group and Ellie Kildunne, England Rugby player. Engaging football fans with rugby fans to drive awareness of the Women’s RWC25 and Asahi’s Rugby Like Never Before Campaign
- Global visibility through in-stadium LED boards, media backdrops, experiential fan zones, and a programme of money-can’t-buy hospitality experiences across the tournament
Ellie Kildunne, Asahi Super Dry Women’s Rugby World Cup 2025 Ambassador, said: “This film is a celebration of everything that makes women’s rugby powerful right now – not just the game, but the confidence, creativity and community around it. I’m proud to be part of a campaign that invites more people in and shows a side of rugby they may not have seen before.”
Rob Hobart, marketing director at Asahi UK, added: “This isn’t just a campaign, it’s a cultural statement. ‘Rugby Like Never Before’ is about showing the women’s game through a new lens: bold, stylish, and full of personality. With Ellie and real fans at the heart of it, we’re not only backing the sport, we’re helping shape its future. Launching now, ahead of a huge summer of women’s sport, allows us to build momentum early and be part of a wider cultural moment.”
With excitement building ahead of kick-off on 22 August, Asahi Super Dry invites the nation to raise a glass to the style, substance and fearless future of women’s rugby.
