Asahi Continues Investing In Rugby

Asahi Breweries has clinched a deal with rugby union’s 2024 Pacific Nations Cup tournament.

Under the deal, Asahi’s Super Dry brand has become the title partner and official beer of the tournament, which will run between August 23 and September 21.

It involves the national teams of Fiji, Samoa, Tonga, the US, Canada, and Japan, and has a pool phase before all the latter stage games take place in Japan.???

Following the deal, Alan Gilpin, chief executive at the World Rugby global governing body, said, “We are delighted to welcome Asahi as title sponsor of the Asahi Super Dry Pacific Nations Cup 2024. Their appointment reflects the prestige and international appeal of the tournament with a new format designed to supercharge fans’ engagement.”

According to ASN data, Asahi (7%, US$17.8m+) is the 4th?largest investor for the beer category in the Asian sponsorship market since Q421. Apart from being a worldwide partner of the Rugby World Cup in France late last year in a blockbuster US$5m deal, the brand also backed Asahi Beer Sliver Star, its own professional gridiron football team??in the X-League with a US$929k deal and Manchester City FC in a US$1m+ deal.

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This article was first published in ASN's August 2024 no. 3 newswire.