Asahi gives boost to women’s sport with Pub Pledge
Asahi is calling upon UK pubs and venues to help make women’s sport more visible, celebrated, and accessible with its latest initiative.
The activity, named Pub Pledge, is part of Asahi UK’s Rugby Like Never Before campaign and will involve pub and bar operators signing up to screen this year’s professional women’s rugby.
In return, Asahi has stated that it will provide full support for each of the venues taking part, including activation kits, PoS, and additional visibility by adding its locations onto the new Fanzo Bar Finder app to help fans find the site to watch the game and enjoy a few beers while doing so.
Speaking to the drinks business, Asahi UK marketing director Rob Hobart said: “As the official beer of the Women’s Rugby World Cup 2025, Asahi Super Dry is committed to championing the tournament and our valued on-trade partners who show the games in their venues.”
Women’s rugby continues to go from strength-to-strength and already boasts 1.5 million fans in the UK alone. Looking more broadly, women’s sport achieved its most-watched year last year, with 44.7 million viewers, a rise of 19% compared to 2022.
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As the tournament approaches, Asahi is also giving fans the chance to win tickets to games and branded prizes by scanning QR codes on glassware and playing a mobile game. Additionally, it is also investing in digital and outdoor advertising and is offering exclusive, money-can’t-buy experiences, highlighting its partnership with women’s rugby to really maximise the impact for pubs across the nation and play a part in boosting women’s visibility for their sporting achievements.
Hobart told db: “Our ‘Pub Pledge’ enables us to identify the pubs and bars across the country that are gearing up for the games and ensure that our dedicated sales teams can provide them with everything they need to make it an unmissable event for their customers.”
db recently looked into the rise of women’s sport and how it has become one of the most significant cultural shifts in recent sporting history. According to Hamish Campbell, VP, executive creative director, at global drinks design agency Denomination, there is an opportunity for people to really get behind women’s sports and venues can assist in becoming part of the movement.
Campbell said: “Celebrate the players, show up with passion and create experiences that make fans feel seen. That’s how you become part of the moment and stay part of the culture.”
To join the pledge, pub and bar operators should contact Asahi via the email address: pubpledge@asahibeer.co.uk
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