Meiji Co. Ltd. Named Official Milk & Yoghurt Supplier for Rugby World Cup 2027
World Rugby has announced a novel partnership with Meiji Co., Ltd., naming the Japanese food manufacturer as the Official Milk and Yoghurt Supplier for the 2027 Men’s Rugby World Cup. The agreement, revealed on , marks Meiji’s first foray into global rugby sponsorship and underscores a growing emphasis on player and fan wellbeing within the sport.
Founded in Japan, Meiji has established itself as a leading food producer, specializing in products designed to promote health and vitality. The company’s extensive range of milk and yoghurt offerings will be available throughout the tournament, aiming to provide nutritional support for athletes, staff, and the anticipated millions of fans. According to the company, its products are built on “fresh ingredients and high-quality manufacturing” with a core mission to support wellness across generations.
The partnership extends beyond simply providing refreshments. World Rugby and Meiji plan to collaborate on fan-focused activations across Japan, Australia – the host nation for the 2027 tournament – and internationally. These activations are intended to engage new communities and promote the benefits of dairy nutrition, aligning with Meiji’s long-held slogan, “Ideas for Health.”
Chris Stanley, Managing Director of Men’s Rugby World Cup 2027, expressed enthusiasm for the collaboration. We are excited to welcome Meiji to our partner family for Men’s Rugby World Cup 2027. Meiji shares our commitment to helping people perform at their best – from the athletes competing across our 24 teams to the millions of fans, staff and volunteers who will be part of this global celebration of rugby and go all out. We look forward to working together with Meiji to support wellbeing and deliver an unforgettable tournament experience,
Stanley stated.
The significance of this partnership lies not only in the financial support it provides to the tournament but also in the symbolic alignment of values. Rugby, a sport renowned for its physical demands and emphasis on teamwork, requires athletes to be at peak condition. Meiji’s focus on nutrition and wellbeing directly complements these demands, offering a tangible benefit to those involved in the competition.
Bunjiro Yao, President of Meiji Co., Ltd., echoed this sentiment, stating, We are very honoured to be part of Men’s Rugby World Cup 2027 as an official supplier. Meiji has inherited the idea of contributing to people’s health through the provision of food for more than 100 years, serving the country with nutrition as one of the founding spirits. Rugby, which requires passion and strength, is a sport that symbolizes mental and physical health. we believe that being able to contribute to the further development of rugby is important in the realisation of our philosophy. The players will give their all in this tournament and Meiji is excited to support everyone involved in the event.
This statement highlights Meiji’s broader commitment to health and its recognition of rugby as a sport that embodies both physical and mental fortitude.
The 2027 Rugby World Cup is already generating considerable excitement, with a record number of tickets sold during the presale. The tournament, scheduled to grab place in Australia from to , will feature an expanded format with more teams and matches than ever before. This expansion reflects the growing global popularity of rugby and the increasing competitiveness of international teams.
The inclusion of Meiji as an official supplier demonstrates World Rugby’s proactive approach to securing partnerships that align with the sport’s core values and contribute to a positive tournament experience. Beyond the branding opportunities, the collaboration promises to deliver practical benefits to participants and fans alike, reinforcing the importance of nutrition in achieving peak performance and overall wellbeing. The partnership also signifies a growing trend of sports organizations recognizing the importance of holistic athlete care, extending beyond traditional training and conditioning to encompass nutritional support.
Meiji’s entry into the rugby world also represents a strategic move for the company, providing a platform to reach new audiences and strengthen its brand recognition on a global scale. By associating itself with a prestigious sporting event like the Rugby World Cup, Meiji aims to reinforce its commitment to health and wellness and connect with consumers who share those values. The activations planned across multiple regions suggest a long-term vision for the partnership, extending beyond the immediate tournament to build lasting relationships with rugby communities worldwide.
As the 2027 Rugby World Cup draws closer, the partnership between World Rugby and Meiji is poised to play a significant role in enhancing the tournament experience and promoting a culture of wellbeing within the sport. The collaboration underscores the growing recognition of the vital link between nutrition, performance, and overall health, benefiting athletes, fans, and the wider rugby community.