Manchester City avoid High Court date after settling legal dispute


Amid ongoing scrutiny regarding Manchester City and the independent commission hearing concerning its alleged violations of 115 financial regulations set by the Premier League, the club has successfully resolved a separate legal matter this week. Initially, Manchester City was scheduled to face the High Court in London due to a lawsuit filed by UK fashion retailer Superdry. The retailer contended that one of City's commercial partners had infringed upon its trademark rights by prominently displaying its logo on the club's training attire. The sponsorship agreement with the Japanese beer company Asahi was aimed at promoting its non-alcoholic "Super Dry" beer, which led to the logo's inclusion on Manchester City’s training kits. However, Superdry initiated legal proceedings over a year ago, asserting that the sponsorship unfairly exploited and compromised the distinctiveness and reputation of its trademark. Legal representatives argued that the partnership with Asahi could mislead consumers into thinking that it was affiliated with the fashion brand. Nevertheless, the case did not proceed to court as both parties reached a settlement to resolve the issue amicably. Consequently, while the Asahi 0.0% logo continues to be prominently displayed on Manchester City's training kits, it no longer includes the "Super Dry" label. City Football Group, the entity that oversees Manchester City, had previously dismissed claims of trademark infringement, asserting that the average consumer would clearly distinguish the Asahi logo from that of Superdry. In a statement released through the Financial Times, Superdry confirmed that a mutual settlement had been achieved, though the specific terms remain confidential. This legal contention traces back over two decades, reflecting previous unsuccessful attempts by Asahi to impede Superdry's trademark registration.



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