Key Summary
- Asahi Super Dry is official beer of the Women’s Rugby World Cup 2025
- Ellie Kildunne stars alongside grassroots fan groups in campaign reel, kicking off support for summer of women’s sport
- Film goes live with just over 50 days to go until the tournament kicks off
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 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.
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.
“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,” said Ellie Kildunne, the Asahi Super Dry Women’s Rugby World Cup 2025 Ambassador. “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.”