In today’s saturated sponsorship landscape, brand partnerships risk becoming background noise. But Asahi’s global partnership with World Rugby proves that sponsorships can do so much more - when focused on putting fans first.

From fan-first content and experiences to championing women’s rugby, Asahi and Havas Play revealed how being useful, inclusive, and authentic can create emotional connections and elevate the entire fan experience.

This session offered practical inspiration for marketers ready to move beyond badging and boring - to create partnerships that are meaningful, memorable, and genuinely matter to fans.