Fashion giant Superdry have requested an “injunction to restrain” Manchester City from using it’s name on training kit across the Club this season, it has been revealed.
Manchester City and the Asahi Super Dry brand has been integrated across a number of different areas since the pair began their partnership in 2022, including the rebrand of the club’s exclusive hospitality area of the Etihad Stadium.
The Asahi Super Dry Tunnel Club and wider installation of technology throughout the club’s home stadium has provided Manchester City supporters with a unique experience alongside the taste of the beer at all home matches.
However, despite the success of the collaboration across the past few seasons, the pair have now hit a major issue following a claim from high street fashion brand Superdry, and claims of a trademark infringement.
That is according to the information of The Telegraph, who reveal that the Premier League champions have been hit with a High Court claim from Superdry alleging trademark infringement on the club’s training kit.
The claim follows an announcement from Manchester City last summer, confirming that beer manufacturer Asahi Super “Dry” would feature on both men and women’s training wear throughout the 2023/24 campaign.
However, The Telegraph have now revealed that Superdry are claiming – as per papers lodged in London on December 15 – that “the differences between Super ‘Dry’ and Superdry are so insignificant that they may go unnoticed by the average consumer.”
Superdry have reportedly requested an “injunction to restrain” Manchester City from using its name, whilst additional costs are being pursued, although it is “presently unable to quantify the exact financial value of this claim.”
The claim has further included several pictures of the players in training kit and details how Manchester City announced in July that “Super ‘Dry’ Asahi 0.0%” would be carried on sportswear, including “long-sleeved zip tops and short-sleeved shirts.”
Manchester City’s recent line of training ground attire did noticeably feature an alteration to the sponsorship agreement with their partners Asahi, aligning itself with the ongoing claim from Superdry at the High Court.
Training at the City Football Academy on Wednesday evening ahead of the club’s FA Cup third round tie against Huddersfield Town at the Etihad Stadium on Sunday afternoon, the club’s new edition of training wear featured Asahi 0.0% – dropping the phrase “Super Dry”.
The session ahead of the weekend’s outing also featured the return of Jeremy Doku and Erling Haaland to first-team preparations, with Pep Guardiola hoping that the duo – alongside Kevin De Bruyne – can propel his side back to the top of the Premier League in the coming weeks.
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