Fuller’s London Pride partnership of PREM Rugby extended
Asahi has signed a new deal to extend its multi-year partnership for its Fuller’s London Pride brand as the official beer partner of PREM Rugby.
The extension arrives at a landmark time for PREM Rugby, following a record-breaking start to the new season and a rebrand earlier this summer.
As part of the extension, rugby fans can expect an expanded presence of London Pride across fixtures across the UK, with immersive experiences designed to elevate Gallagher PREM match days.
Speaking to the drinks business, Asahi UK marketing director Rob Hobart said: “For 180 years, the Griffin Brewery, the home of London Pride, has been woven into the fabric of the Chiswick community. That’s the soul of the brand, and it’s why our heart is truly in building community, not just sponsoring it.”
Hobart told db: “Whether it’s the spirited celebration of rugby through our Prem Rugby partnership – our most significant commitment to the brand in 2026 – or our vital, long-term support for mental health through the Brave Mind charity, every investment we make is about creating meaningful, sustainable connections that fans and locals can truly be proud of.”
Shared pride
At the heart of the collaboration is the launch of the ‘Moments of Pride’ content series, co-created with PREM Rugby to “celebrate the triumphs, rivalries, shared pride, and community spirit that make rugby truly unforgettable”.
Partner Content
The company has revealed that supporters will also have the chance to win exclusive prizes by sharing their own “Moments of Pride”, bringing their personal stories to the forefront.
Describing what makes this partnership extension so appropriate, PREM Rugby commercial director Kelly Cooke said: “London Pride has been a fantastic partner for PREM Rugby, and we’re thrilled to be extending that relationship for several more years. Their long-standing ties to rugby and commitment to celebrating community make them the perfect fit for our league.”
Putting fans first
Cooke explained: “As we enter a new chapter with our refreshed brand, this partnership will allow us to deliver even more for our supporters throughout the campaign. Together with London Pride, we’ll continue to put fans at the heart of the action and celebrate everything that makes the Gallagher PREM unique.”
Hobart also pointed out that “London Pride has always been part of the match day ritual for rugby fans, whether it’s pre-match anticipation, post-match celebration, or simply sharing a moment with friends.”
“Hobart added: The launch of our new ‘Moments of Pride’ campaign will allow us to celebrate those truly inspiring stories and the incredible community spirit of the Gallagher PREM, putting the fans right at the heart of the action. We look forward to creating many more unforgettable moments together.”
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