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The Asahi Superdry Manchester City Trademark Dispute
In a resurgence of legal battles over brand identity, Superdry has initiated legal action against Manchester City over the use of the term Super “DRY” on the football club’s training kits. This move comes amidst the sponsorship deal with Asahi’s Super “Dry” beer for the 2023-24 season, highlighting the complexities of trademark infringement in sports sponsorships.
The Core of the Dispute
Superdry’s injunction request seeks to prevent Manchester City from featuring Asahi’s Super “Dry” logo on their training apparel, arguing that it infringes upon their SUPERDRY trademark. Superdry contends that the association with Manchester City and Asahi could potentially damage their brand reputation, especially if the quality of the football club’s merchandise, produced by Puma, does not meet their standards. Despite Asahi’s visible branding, Superdry has provided evidence suggesting the Asahi trademark is not always discernible during gameplay, thereby diminishing its visibility and potentially infringing on Superdry’s brand identity.
Historical Context
This is not the first time Asahi and Superdry have clashed over trademark issues; a notable dispute occurred in 2004 regarding the Super Dry phrase. Asahi introduced its Super Dry beer in 1987, predating Superdry’s establishment by 16 years. Although Asahi holds several trademarks for SUPER “DRY” in relation to beer, none extend to clothing, a category Superdry successfully secured in their 2004 trademark battle.
Defence and Current Stance
The City Football Group (CFG) has responded to the injunction, defending the practice of placing sponsor logos on sports apparel as a long-established norm in professional sports, including football. They argue that the average consumer would understand the Asahi logo’s presence as promotional for the Asahi Super “Dry” 0.0% alcohol-free lager, not as an infringement on Superdry’s trademark.
Conclusion
With Manchester City temporarily removing the Super “Dry” text from their kits, leaving only ‘Asahi 0.0%’, the outcome of this legal confrontation awaits a judicial decision. The case underscores the delicate balance between sponsorship visibility and trademark protection, with significant financial stakes for all parties involved.
Legal Expertise from Lawdit Solicitors
Facing a trademark dispute or need expert legal advice on brand protection? Lawdit Solicitors specialises in navigating the complexities of trademark law. Contact us for professional guidance and representation.
