World Rugby has partnered with Asahi Breweries Ltd to name Asahi Super Dry as the official title sponsor and beer for the Asahi Super Dry Pacific Nations Cup, starting this Friday.
The competition features six teams and runs from August 23 to September 21, having been revamped to enhance performance, engage fans, and boost revenue as a significant event in the rugby calendar.
Asahi has been a strong supporter of rugby, notably contributing to the success of Rugby World Cup France 2023, the most financially successful rugby event ever, as a Worldwide Partner. Their new title sponsorship aligns with their ongoing global support for the sport.
A dedicated website has been launched showcasing the new brand identity of Asahi Super Dry, along with editorial content, statistics, and results, allowing fans to engage with the tournament’s unique culture and rivalries.
The site also includes details on match times for the 11 fixtures, including semi-finals and the final, which will take place in Tokyo and Osaka, Japan. Fans can begin preparing as tickets go on sale in their respective regions.
The Pacific Nations Cup 2024 will be accessible worldwide either through local broadcasters or on RugbyPass TV.
World Rugby chief executive Alan Gilpin expressed excitement about Asahi’s involvement, highlighting the tournament’s prestige and international appeal. The new format aims to enhance fan engagement, including the introduction of knockout finals in Japan for the first time.
The opening match features the Fiji Water Flying Fijians taking on Samoa at 6 PM at the HFC Bank Stadium in Suva on Friday.