Man City sued for alleged trademark infringement on Asahi Super Dry sponsorship

Manchester City are at the centre of a law suit filed by outfitter Superdry alleging an infringement of their trademark.

The Premier League champions have a multi-million pound partnership with Japanese brewer Asahi and their flagship product – the non-alcoholic ‘Super “Dry” 0.0%’ – is the main sponsor on City’s training kit.

Superdry, the worldwide clothing brand, have claimed that the use of that on City’s gear looks identical to their own logo and can confuse consumers.

Superdry have requested an injunction to restrain City from using the alleged infringement and Pep Guardiola’s squad appear to have trained in alternative tops this week.

‘The court would be asked to consider whether the marks are “identical”, which involves looking at the overall impression created by the marks,’ said Rebecca Young, partner and head of media law at JMW Solicitors said.

‘You do not need to show confusion as part of the legal test. If successful in the claim, Manchester City would need to stop using the mark and to deliver up for destruction or look to modify items of clothing that carry the mark, and at its own expense.’

One of City’s corporate lounges at the Etihad Stadium is also named after the Asahi product but does not appear to have been included in the High Court claim.

The exact wording of the sponsor on City's training gear reads: 'SUPER "DRY" Asahi,' followed by '0.0%'.

On Asahi Super Dry's website, it is claimed that the brand's founders 'created the world’s first Super Dry lager, a taste like no other' on March 17, 1987.

The clothing brand, meanwhile, was founded two years earlier in 1985.

Papers are believed to have been filed in London on December 15 last year, with the claim including a number of pictures of players in City training kit and details of the club's announcement of the partnership.

City, who have been in partnership with Asahi since 2022, have declined to comment.