Superdry claims that Manchester City’s sponsorship agreement with Asahi’s Super Dry encroached its trademark rights. Credit: Erhan Inga/Shutterstock.

UK-based fashion retailer Superdry has resolved its trademark infringement dispute with Manchester City, the Financial Times has reported.  

The contention arose over concerns that Manchester City featured the phrase “Super ‘Dry’ Asahi 0.0%” on the training apparel of their male and female teams’ training kits. 

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The expansion of Manchester City’s partnership with Asahi, a Japanese brewing company, was publicised in July 2023. The agreement entails the promotion of Asahi’s non-alcoholic product, Super “Dry” 0.0%, on the club’s gear. 

The filing by the retailer specifically points out concerns regarding the visual arrangement of the word “super” positioned over “dry,” drawing parallels to how Superdry branding appears on its T-shirts. 

In its legal challenge, Superdry contended that Manchester City’s utilisation of the Super Dry brand “takes unfair advantage of or causes detriment to the distinctive character or the repute” of its trademark. 

Lodged at the UK High Court on 15 December 2023, the action claimed that there is a marked similarity between the two brandings that could potentially confuse consumers due to their minimal differences. 

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Superdry was poised to present its case at the High Court in London on Tuesday, 14 January 2025 but the proceedings were halted as the parties settled.

The settlement terms remain undisclosed and are described as confidential. 

Despite the 2024/25 season’s training gear still showcasing the Asahi 0.0% emblem, it has been stripped of the “Super Dry” wording.  

This alteration is a culmination of a protracted trademark conflict between Superdry and Japan’s premier beer label that has persisted for more than two decades. 

Previously in 2003, Asahi endeavoured unsuccessfully to obstruct Superdry from registering its trademark.