Asahi Group’s London Pride has extended its sponsorship of PREM Rugby as the season-long rugby union tournament’s ‘official beer partner’.
The “multi-year” deal sees the ale brand from London-based Fuller’s Brewery, which was acquired by Asahi in 2019 and became a sponsor of PREM Rugby in 2021, gain an “expanded presence” across the UK competition. Financial details of the renewal were not disclosed.
A fresh marketing campaign, ‘Moments of Pride’ (above), will highlight sporting moments, rivalries and community stories from across the competition. The brand owner did not disclose which channels will host the initiative.
The Gallagher PREM Rugby is underway and will conclude with the final taking place on 20 June.
“London Pride has always been part of the match day ritual for rugby fans, whether it’s pre-match anticipation, post-match celebration or simply sharing a moment with friends,” said Asahi’s UK marketing director, Rob Hobart. “The launch of our new ‘Moments of Pride’ campaign will allow us to celebrate those truly inspiring stories and the incredible community spirit of the Gallagher PREM, putting the fans right at the heart of the action.”
Last month, Asahi detailed the scale of the data breach caused by a ransomware attack that disrupted its systems in September, revealing that 1.9m sets of personal information were compromised or potentially exposed.
