Boots On Boots Off | How Asahi Super Dry and Goat showcased “passion behind the player” for the Women’s Rugby World Cup

The Challenge

Asahi Super Dry needed to amplify its sponsorship of the Women’s Rugby World Cup in a crowded market, moving beyond routine sports coverage to create authentic brand resonance with broader audiences.

The Strategy

Recognising that sports fans increasingly desire personal connections with athletes beyond match performance, the campaign bridged elite sport and lifestyle culture. The strategy centered on "Boots On, Boots Off," an influencer-led content franchise exploring players' personal passions off the pitch.

Execution and Innovation

The Goat Agency paired England rugby stars Ellie Kildunne and Holly Aitchison with lifestyle creators Robyn Gunn and Wunmi Bello to highlight interests in photography and fashion. Delivered across a three-phased roadmap, the digital series culminated in real-time matchday fan activations and experiential pub events.

Results

Generating 51 social posts, the campaign delivered 800,000 impressions (144 per cent over target) and 370,000 engagements (269 per cent over target). Crucially, the lifestyle-blended content achieved a 148 per cent higher engagement rate than traditional sports content, firmly embedding the brand in women’s rugby culture.

Judges' Verdict

"This campaign demonstrates a strong understanding of what audiences increasingly want from major sporting events, not just coverage of the competition itself, but a deeper connection to the personalities behind the athletes."