Nearly 1,000 UK pubs pledge to screen Women’s Rugby World Cup 2025 in landmark campaign led by Asahi Super Dry
Nearly 1,000 pubs and bars across the UK have committed to screening the Women’s Rugby World Cup 2025 as part of a new initiative led by Asahi Super Dry. The Pub Pledge, announced on 11th August, aims to increase visibility and accessibility of women’s rugby in public venues, ahead of the tournament taking place in England next year.
The pledge marks the largest coordinated effort to date by the hospitality sector to support women’s sports. It follows research commissioned by Asahi Super Dry in collaboration with the Stonegate Group and campaign group Her Game Too, which found that 60% of fans believe women’s rugby should be shown more widely in pubs. Additionally, 63% of respondents said they would be more likely to frequent a venue if it regularly screened women’s sport, while 40% admitted they had never seen a women’s game shown in a bar or pub at all.
To launch the initiative, England international and Asahi Super Dry ambassador Ellie Kildunne joined fan community Set Piece Social to unveil The Asahi Open Arms, a dedicated location in Shoreditch. Located at The Queen’s Head on Shoreditch High Street, the space has been transformed into a flagship pub for the Women’s Rugby World Cup 2025. It will host a range of events throughout the tournament, including live match screenings, Q&A sessions and grassroots fan meetups. To assist fans in finding further participating venues, Asahi Super Dry has also launched a dedicated Bar Finder App in partnership with Fanzo. The app allows users to find watering holes screening the tournament and participate in the broader movement to support women’s sport.
“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.”
Rob Hobart, marketing director at Asahi UK, said: “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.”
Food Desk
To book a table at The Asahi Open Arms at The Queen’s Head, 221-222 Shoreditch High Street, London E1 6PJ, visit the pub’s website here.
For further information about venues participating in the Pub Pledge with Asahi Super Dry, or to register a venue, visit the brand’s website here.
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