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Superdry settles trademark dispute with Manchester City

Superdry settles trademark dispute with Manchester City

Superdry has reached a settlement with Manchester City over claims that the football club’s sponsorship deal with beer manufacturer Asahi’s Super Dry infringed its trademark rights.

The retailer was set to appear in front of the High Court in London on Tuesday (14 January), but the case has been discontinued after the parties reached a deal, The Financial Times reported.

Superdry filed its legal claim last year, calling for Manchester City to stop showing the beer brand on its sportswear.

Its lawyers claimed that the use of the logo was “liable to deceive” members of the public into believing it was designed or sold by the fashion retailer as “the differences between Super ‘Dry’ and Superdry are so insignificant that they may go unnoticed by the average consumer”.

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City named Asahi’s Super Dry 0.0% as its official training kit partner in 2023 and the brand was included on the front of all men’s and women’s first team training strips.

This season’s training kits still features the Asahi 0.0% branding but no longer includes the words Super Dry.

In its lawsuit, Superdry said Manchester City’s use of the Super Dry brand “takes unfair advantage of or causes detriment to the distinctive character or the repute” of its trademark.

The retailer said on Tuesday that “the parties have reached a mutual settlement to resolve the dispute” but that the terms were “confidential”.

Asahi also confirmed that an agreement had been reached. Manchester City declined to comment.

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