Asahi Super Dry Unveils Rugby Player of the Year, Ellie Kildunne as Women’s Rugby World Cup 2025 Brand Ambassador

• With Women’s Rugby World Cup 2025 just 100 days away from kick-off, Asahi Super Dry, the official beer of the tournament, has announced Ellie Kildunne as its tournament ambassador.

• World Rugby’s Women’s 15s Player of the Year is starring in Asahi Super Dry’s ‘Rugby Like Never Before’ campaign, which will make Women’s rugby more visible and more accessible than ever across the UK.

• Official Asahi Super Dry x RWC2025 limited-edition packs are now live across on and off trade giving fans the chance to win tickets to the Final plus 1000s of other prizes.

London, 14 May 2025 – 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.

ENDS

NOTES TO EDITORS

For further information on Asahi Super Dry’s Women’s Rugby World Cup sponsorship, please contact:

Shoma Amin at Asahi UK – Shoma.Amin@asahibeer.co.uk +44 7788 345 806

About Asahi Super Dry

Asahi Super Dry was first created in 1987, redefining the beer category and introducing to the world a new taste in beer. Today, Asahi Super Dry is Japan’s No.1 beer, and we are proud that our innovative brand has become a global icon of progressive Japan. Asahi Super Dry is brewed with precision to the highest quality standards, under the supervision of Japanese master brewers. We are constantly innovating at our brewery to improve production technology and quality management. This commitment to progressive brewing will help us share Asahi Super Dry with the whole world. For more information, please visit https://www.asahisuperdry.com/en-gb/home/

About Asahi UK

Asahi UK is a subsidiary of Asahi Europe & International and is responsible for sales, marketing and customer operations across the UK and Ireland. Though the portfolio of Super Premium Beer brands, Asahi UK enriches consumer experiences through innovation, high-quality service and an exceptional portfolio of premium beer, ale, and cider brands, which include Peroni Nastro Azzurro (PNA), Asahi Super Dry (ASD, Meantime, Fuller’s London Pride and Cornish Orchards. The Woking based business is focused on developing quality, super-premium brands and delivering commercial value in the marketplace, through a strong belief in collaboration, customer excellence and people development.

ABOUT WOMEN’S RUGBY WORLD CUP 2025

Running from 22 August-27 September, Women’s Rugby World Cup England 2025 will be a generational moment for rugby. The tournament organised across eight iconic locations will advance the incredible momentum behind women’s sport in England, and around the world.

With powerful personalities, unstoppable athletes and compelling competition, England 2025 will capture hearts and headlines globally, inspiring the next generation of players, and welcoming new fans to the sport.

Beyond the field, Women’s RWC 2025 will play a central role in empowering real change, shaping positive perceptions at all levels of the game, championing gender equity, and enriching local communities.

ABOUT WORLD RUGBY

World Rugby’s mission is to grow and sustain rugby as a leading global sport. Within a rapidly changing sports and entertainment environment, World Rugby works closely with its national federations, regional associations, players and fans to create a sport that people want to play, watch and support by making it more accessible and relevant to more people in more nations.

At the heart of this purpose are its stable of world-class events, including the men’s and women’s Rugby World Cups and HSBC SVNS, which generate the revenues that sustain investment in rugby at all levels and all countries.

For further information on Asahi Super Dry’s Women’s Rugby World Cup sponsorship, please contact:

Shoma Amin at Asahi UK – Shoma.Amin@asahibeer.co.uk +44 7788 345 806

Third-party news items that are posted on the Guild website come from press releases and emails received by the Guild. These are posted as they have been received. Their publication on the Guild website is an informational service only and is neither an endorsement of the content, nor its sender, by the Guild. For enquiries, please use the contact details that can be found at the bottom of each post.