NEWS
CLOTHING BRAND SUPERDRY SUED MAN CITY FOR ASAHI SUPER "DRY" LOGO ON TRAINING KITS
By Siulan Law Mathews DipWSET
11-1-2024
Source: Asahi Group
British football club Manchester City is being sued by clothing brand Superdry over their endorsement deal with Asahi Super "Dry".
Local media reported that the high street fashion brand has launched a High Court claim against Manchester City.
The football club announced in July 2023 that their training gear would be sponsored by Japanese brewery Asahi's alcohol free beer named Asahi Super “Dry” 0.0.
The endorsement deal would see the words Super "Dry" Asahi 0.0% printed on the men's and women's training kit provided by the club.
The deal also would also involve Asahi Super Dry investing in premiumising the fan experience and upgrading both the general concourse areas and the hospitality spaces of Manchester City’s stadium, including the Asahi Super Dry Tunnel Club.
On 15 December, clothing brand Superdry asked for an "injunction" to be put in place to "restrain" Manchester City from using their name on the kit.
The law firm acting on behalf of Superdry claimed that the public may confuse the branding on Manchester City's training kit as something created by Superdry.
The clothing manufacturer is believed to be looking for compensation alongside the injunction, but are yet to quantify the amount their claim is worth.
Both Manchester city and Asahi haven not responded to media’s requests for comments.
But it can been seen from photos posted on Manchester City’s website that the club has dropped the words Super “Dry” from team members’ training tops and only “Asahi 0.0%” is now being printed on them.
(the writer can be contacted at: info@thewinechronicle.com)
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