Sporting stars turn out in Shoreditch for Women's Rugby
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 the 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.
Celebrities in attendance included sporting stars Mike Tindall, Harry Aikines-Aryeetey, Michael Gunning, Montell Douglas, and Tom Dean, all showing their support for the pledge. They joined fans for an evening including a live Q&A on the future of the women’s game, hosted by Dame Kelly Holmes,with expert commentary from Ellie Kildunne, Ugo Monye,and Managing Director of Women’s Rugby World Cup 2025, Sarah Massey. Guests enjoyed live entertainment fromsinger 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.”
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:
- 60% 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
- 40% 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 theofficial 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 withFanzoto launch adedicated Bar Finder App, putting the power to support the women’s game in every fan’s pocket.