Sporting Stars Turn Out to Celebrate Women's Rugby at Launch of 'The Asahi Open Arms' - New Flagship Pub for Women's Rugby World Cup 2025
Author: Communications Team
Date:
- World rugby star Ellie Kildunne and Japan’s No.1 Beer open doors to ‘The Asahi Open Arms’ – a new pub dedicated to Women’s Rugby World Cup 2025
- Celebrities including [Insert Names] attended the launch, backing Asahi Super Dry’s mission to make women’s sport more visible in pubs across the UK
- Nearly 1,000 pubs and bars have already signed up to the Asahi Super Dry Pub Pledge, committing to screen every match of Women’s Rugby World Cup 2025
- The launch follows new research revealing that 59% of fans believe that women’s rugby is in need of being shown in more public venues
11 August 2025, London: The stars were out in London last night as Ellie Kildunne officially opened The Asahi Open Arms – a new flagship pub dedicated to the Women’s Rugby World Cup 2025. Designed by Japan’s Number 1. Beer brand, the space is set to raise the standard for how women’s rugby is experienced in pubs and welcomed famous faces from sport and entertainment for a night of celebration, conversation, and culture.
Created by Asahi Super Dry, Japan’s No.1 Beer and official beer partner for the tournament, The Asahi Open Arms is the centrepiece of the brand’s nationwide Pub Pledge - a growing movement that now includes nearly 1,000 pubs and bars across the UK, all committing to screen every match of this year’s Women’s Rugby World Cup.
Celebrities in attendance included Mike Tindall, Crystelle Pereira, Montell Douglas and Ugo Monye, all showing their support for the pledge and joining fans for an evening that included a live Q&A on the future of the women’s game, hosted by Dame Kelly Holmes, and live entertainment from Ella Eyre.
Located in Shoreditch, The Asahi Open Arms blends Japanese hospitality with grassroots spirit to reimagine the traditional matchday pub. It will host a rolling programme of live screenings, community events, Q&As and exclusive launches throughout the tournament, cementing its place as London’s new home of women’s rugby.
Speaking on the night, Ellie Kildunne, Asahi Super Dry’s Women’s Rugby World Cup 2025 Ambassador, said: “We’ve opened the doors to something special tonight. The Asahi Open Arms isn’t just a pub - it’s a home for the women’s game. The energy in the room shows how much appetite there is to support the sport, and I’m so proud to be part of a campaign that’s making lasting change.”
Robert Hobart, Marketing Director, Asahi UK, added: “This venue is a blueprint for how women’s sport should be celebrated. With nearly 1,000 pubs already signed up to the Pub Pledge, we’re proving there’s real momentum, from the high street to headline acts – to make this tournament the most-watched and most-celebrated yet.”
The launch responds to new research conducted with Her Game Too, in partnership with the Stonegate Group, which reveals ongoing barriers to visibility for women’s sport:
- 59% of fans believe that women’s rugby is in need of being shown more in public venues
- 63% claim they would be more likely to visit a pub more regularly if they knew it showed women’s sport
- Over a third (38%) even admit they’ve never seen women’s rugby shown at a pub before
The Pub Pledge is part of Asahi Super Dry’s wider ‘Rugby Like Never Before’ campaign, as the official beer of the Women’s Rugby World Cup 2025, championing a new era for the sport built on visibility, inclusivity, and shared celebration. To help fans find their nearest participating venue, Asahi Super Dry has teamed up with Fanzo to launch a dedicated Bar Finder App, putting the power to support the women’s game in every fan’s pocket.