Rugby World Cup 2023
Fuse were the lead agency for Asahi Super Dry to manage all aspects of their groundbreaking partnership with World Rugby as official beer supplier to the Rugby World Cup, the first of its kind in Asahi Super Dry’s history.
Fuse were asked to design, manage and produce 11 Welcome Events and 4 Pre-Match Hospitality Events for Asahi guests, with numbers ranging between 6 – 230. Each event’s branding was aligned with the Asahi brandworld, with talent and entertainment featuring at some events.
We conducted a thorough tender process before appointing our local DMC to lead on sourcing venues, overall venue management and producing all event branding. Working together we created cost-effective branding solutions, which delivered a premium look and feel and brought the Asahi brandworld to life.
Delivered a ‘firework moment’ launch event to kick off the Asahi Super Dry guest programme. The event provided entertainment, including authentic Japanese drummers, and a curated Japanese modern techno DJ set that played alongside a VJ performance in real time. We also produced a Q&A with world renowned rugby talent and red-carpet photo opportunity as part of the VIP experience.