Pub takeover in Shoreditch for the Women's Rugby World Cup
Ahead of the Women’s Rugby World Cup 2025, Asahi Super Dry has launched The Asahi Open Arms in Shoreditch - a modern sports pub that puts community, inclusivity, and culture first. Asahi Super Dry has joined forces with fan collective Set Piece Social to launch the pub – a vibrant, fan-first venue in the heart of Shoreditch, London. Backed by Women’s World Rugby Player of the Year Ellie Kildunne, it’s been designed to reimagine the modern matchday pub and sets a new benchmark for how women’s rugby can be enjoyed: inclusive, community-led, and full of culture.
Inspired by the Japanese spirit of hospitality, The Asahi Open Arms places connection and celebration at its core. Throughout the tournament, it will host grassroots events including live screenings, Q&As, exclusive launches and more (to be announced in due course), establishing itself as the capital’s hub for women’s rugby culture. Rugby fans can visit The Asahi Open Arms throughout the Women’s Rugby World Cup 2025, free of charge.
The pub will be open throughout the World Cup, from 22 August to 27 September, at 222 Shoreditch High Street, London, E1 6PJ (Queen’s Head Shoreditch).
The launch was inspired by research commissioned by Her Game Too, revealing that 60% of fans believe women’s rugby is in need of being shown more in public venues, with a further 63% claiming they would be more likely to visit a pub more regularly if they knew it showed women’s sport.
To help fans find their nearest participating venue, Asahi Super Dry has partnered with Fanzo to launch a dedicated Bar Finder App, making it easier than ever to discover where to watch the Women’s Rugby World Cup 2025 – and be part of the movement.