Asahi Group has replaced Heineken as the beer sponsor of the Rugby World Cup after signing an agreement for the 2023 tournament in France.

The Japanese company said today core lager Asahi Super Dry will be the new ‘official beer partner’ of the competition, which is held every four years. Heineken has been an official partner of every Rugby World Cup since 1995.

Super Dry will be served across all Rugby World Cup 2023 stadiums and tournament venues across France, and Asahi has promised tournament activations that “connect supporters with their sporting heroes”. However, Asahi is set to face strict rules on supporting the brand at the tournament because of French regulations on alcohol marketing in sports. The so-called ‘Loi Evin’ rule means alcohol branding is not allowed inside sports stadiums.

Asahi UK’s chief marketing director, Grant McKenzie, said the partnership will promote Super Dry to rugby fans in more than 200 countries. “We look forward to sharing the unique taste of modern Japan with rugby fans around the world,” McKenzie added.

The deal is Asahi’s second major sports sponsorship of the year. In February, it secured a Formula One deal for Peroni Libera 0.0%.

Heineken throws Q1 surprise but stage set for LatAm battle – Click here for a just-drinks analysis

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Just Drinks Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Drinks Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now