Asahi Super Dry Named Title Sponsor for Rugby International Tournament 'Pacific Nations Cup 2026'

Asahi Breweries, Ltd. (Headquarters: Tokyo, President: Kazuo Matsuyama) has been appointed as the title sponsor for the "Pacific Nations Cup 2026," an international tournament hosted by World Rugby from September 12 to September 19. The tournament will be held in Japan under the name "Asahi Super Dry Pacific Nations Cup 2026," with "Asahi Super Dry" designated as the official beer of the event.

The "Asahi Super Dry Pacific Nations Cup 2026" is an international competition featuring four teams: Japan, Canada, Fiji, and the USA. With this title sponsorship agreement, Asahi Breweries will have its logo displayed at match venues and will offer ice-cold "Super Dry" at sales booths. Additionally, events like "KANPAI Time" will be held before matches and during halftime to energize the stadium atmosphere. Through co-creating "uplifting moments" between rugby and "Super Dry," the company aims to enhance brand value and encourage consumption.

Asahi Breweries has been actively supporting and promoting the Japan national rugby team since August 2021 as an "Official Sponsor of the Japan National Rugby Team," through initiatives such as releasing dedicated products, sales promotions, and advertising.

For the Rugby World Cup 2023 France, Asahi Breweries became the first Asian company to sign a top-tier Global Partnership agreement. "Super Dry" will continue to energize tournaments as the "Official Beer" for the men's tournament in France 2023, the women's tournament in England 2025, and subsequently the men's tournament in Australia 2027 and the women's tournament in Australia 2029.

The company will continue to support the Japan national rugby team's success and strive to create "exceeding expectations in taste, and creating enjoyable lifestyle culture" through "Super Dry."

Comment from Michel Poussot, Chief Revenue Officer, World Rugby:

"We are delighted to continue our partnership with Asahi Breweries and to welcome Asahi Super Dry as the title sponsor for the Pacific Nations Cup 2026, which will feature a new tournament format. This tournament plays a vital role in the global rugby calendar, promoting competitive development and contributing to the growth of rugby in the Pacific region and beyond. Asahi's continued support for rugby embodies our shared goals of providing fans with exceptional experiences, supporting the development of the sport, and celebrating the unique spirit and culture of rugby.

Given that this tournament will be held in Japan, a key rugby market and the home country of Asahi, this partnership is an ideal collaboration. We look forward to working together to make the Asahi Super Dry Pacific Nations Cup 2026 a memorable event."

Comment from Tsuyoshi Furusawa, Managing Executive Officer, General Manager of Marketing Headquarters, Asahi Breweries, Ltd.:

"We are deeply honored to continue as the title sponsor for the 'Pacific Nations Cup 2026.' The final tournament held in Japan in 2024 generated tremendous excitement, and we anticipate even greater enthusiasm for the 2026 event. Our company deeply resonates with the values of rugby – 'Integrity, Passion, Solidarity, Discipline, and Respect' – as championed by World Rugby, and we have actively engaged as a 'Principal Partner' of the Rugby World Cup and an Official Sponsor of the Japan National Rugby Team. At the stadium for this tournament, we aim to further enhance the spectator experience by offering many rugby fans the unique 'crisp, refreshing taste' of 'Super Dry,' thereby contributing to the excitement of the event. Together with the athletes competing with all their might and the rugby fans, we will create 'uplifting moments' through 'Super Dry.'"

Reference: 'Asahi Super Dry' Brand Site

URL: https://www.asahibeer.co.jp/superdry/

Reference: Asahi Super Dry Pacific Nations Cup 2026 Special Site

URL: https://www.world.rugby/pacific-nations-cup/en