Japanese beer brand Asahi Super Dry has partnered with England Women’s Rugby star Ellie Kildunne to the Asahi Pub Pledge —a nationwide initiative aimed at supporting and screening the Women’s Rugby World Cup 2025.

The partnership will aim to get the tournament, which takes place across England from 22 August to 27 September, screened in as many venues across the nation as possible to make it the most-viewed women’s rugby event in UK pub history.

“I’m so proud to be involved in this campaign which is about lasting change – making women’s rugby not just visible, but part of pub culture for the future,” said Kildunne.

“Opening The Asahi Open Arms is a huge moment – as we focus on our final days of preparation, knowing there is a space where fans can come together, support teams, and be part of something bigger – is truly exciting. It’s how matchdays should feel.”

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As part of the campaign, Kildunne has also helped launch launched The Asahi Open Arms, a fan-first venue in Shoreditch in London, that aims to ‘reimagine’ how women’s rugby can be enjoyed.

Rob Hobart, marketing director at Asahi UK added: “Pubs are the beating heart of British sport. From major chains to local independents, publicans are uniting behind this pledge – showing just how strong the appetite is for women’s rugby.

“The Asahi Open Arms shows what’s possible. This isn’t just about screenings – it’s about setting a new standard for fan experience and building a more inclusive rugby culture.”