Because of their training kit endorsement agreement with Asahi’s alcohol-free beer line, Man City is being “sued by clothing brand Superdry.”

Superdry, a clothing company, is suing Manchester City over their endorsement agreement for training kits.

Manchester City have been sued over their training kit sponsorship deal

Their Asahi sponsored warm up gear features the words Super ‘Dry’

The Telegraph reports that Superdry, a popular high-street clothes retailer, has filed a lawsuit in the High Court against the Cityzens.

The allegation was made following Man City’s declaration that the Japanese brewery Asahi’s alcohol-free beer would sponsor their training gear.

As part of their sponsorship agreement with City, Asahi Super “Dry” 0.0, a teetotal beverage, has its words “Super “Dry” emblazoned on the team’s training uniforms.

Consequently, Superdry, a clothing brand, has claimed that the agreement violates their trademark.

When City and Asahi Super “Dry” struck a partnership in 2023, the brand’s logo would be used on men’s and women’s training kits for the upcoming campaign.

However, on December 15, Superdry requested the issuance of a “injunction” to “restrain” the triple champions from using their name on the uniform.

In addition, it is said that the garment maker is seeking expenses in addition to the injunction, albeit they have not yet determined the value of their claim.

However, Fox Williams LLP, the legal team representing Superdry, has also issued a warning on a demand for the “destruction or modification upon oath of all goods and other items… [which] would constitute a breach of the injunctions.”

Representing the company, Phillip Roberts KC clarified that the marking on Man City’s training kit may be mistaken for something made by Superdry by the general public.

“In relation to goods identical with or similar to those for which the Superdry Registrations are registered, the sponsored kit is identical to each of the selected goods [and is] identical with or similar to the mark for which the Superdry Registrations are registered,” the speaker stated.

“In situations that could lead to a possibility of confusion among the general public.”

Beyond just their training gear, City and Asahi have a partnership agreement that includes several changes and rebranding at the Eithad Stadium.

The team unveiled the Asahi Tunnel club, and around the stadium, technology was installed to enable beer service to spectators.