A new central hub for women’s rugby has opened up in northeast London after research revealed 60% of fans want more public venues to screen the sport. It comes as nearly 1,000 UK pubs and bars have joined Asahi’s Super Dry pledge to screen Women’s Rugby World Cup 2025 in a bid for record pub audiences. To mark the milestone, England rugby star Ellie Kildunne has teamed up with fan group Set Piece Social to launch The Asahi Open Arms — a new fan-focused venue in Shoreditch. Throughout the tournament, the London venue will host grassroots events including live screenings, Q&As, exclusive launches and more, establishing itself as the capital’s central hub for women’s rugby. Ellie Kildunne said: “I’m so proud to be involved in this campaign which is about lasting change – making women’s rugby not just visible, but part of pub culture for the future. “Opening The Asahi Open Arms is a huge moment - as we focus on our final days of preparation, knowing there is a space where fans can come together, support teams, and be part of something bigger – is truly exciting. It’s how matchdays should feel.” New research commissioned with Her Game Too, the campaign tackling sexism in sport, and in collaboration with the Stonegate Group, reveals the barriers fans face in accessing women’s sport in pubs. According to the research, 60% of fans believe that 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. Over a third (40%) even admit they’ve never seen women’s rugby shown at a pub before. Asahi Super Dry has launched the Pub Pledge as part of its ‘Rugby Like Never Before’ campaign, aiming to increase visibility and accessibility of women’s rugby across the UK. Rob Hobart, Marketing Director at Asahi UK, added: “Pubs are the beating heart of British sport. From major chains to local independents, publicans are uniting behind this pledge – showing just how strong the appetite is for women’s rugby. “The Asahi Open Arms shows what’s possible. This isn’t just about screenings – it’s about setting a new standard for fan experience and building a more inclusive rugby culture.” Naomi Fitzgibbons, Co-Founder of Set Piece Social, said: “Our mission at Set Piece Social is to create spaces where fans can feel welcome and connect with each other. “With the growing excitement around women's sports, partnering with Asahi Super Dry is a natural fit. As the Red Roses push boundaries on the field, the Asahi Open Arms invites all fans to enjoy a diverse and inclusive matchday experience for the Women’s Rugby World Cup 2025.”