Manchester City Football Club is being sued by global fashion brand Superdry over their training kit — specifically, their Asashi sponsorship logo.
As per Law360, a High Court claim has been filed against the football club for an alleged case of trademark infringement due to the placement of the beer sponsor on their primary blue training gear and pre-match apparel, which is stylised as ‘Asahi Super Dry 0.0’.
Man City signed on to wear the Japanese alcohol brand on various bits of official club kit in July 2023 and the branding itself has been featured on television on multiple occasions, resulting in the fashion label of the same name accusing the club of breaching their 20-year-old trademark.
The UK-based company claims that “the differences between Super ‘Dry’ [Asahi’s stylicisation] and Superdry are so insignificant that they may go unnoticed by the average consumer.”
Superdry reportedly requested an “injunction to restrain” the football club from using its name in papers lodged in London on 15 December and is also said to be pursuing costs but is “presently unable to quantify the exact financial value of this claim”.
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Founded in 2003, Superdry boasts over 515 locations in 46 different countries, including three in Greater Manchester: Manchester Arndale, Trafford Centre and Superdry Bury Store.
If found guilty of the lawsuit, which was launched on 15 December, the trial date is expected to take place around August It is unclear how much of a financial penalty the club would incur.
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Since the suit arose, fans may have noticed that Asahi’s branding on City’s training and pre-match kits has now been updated, simply reading as ‘Asahi 0.0%’.
Man City are now donning new training and pre-match jerseys following the Superdry lawsuit. (Credit: IG)
Quoted in The Telegraph, Philip Roberts KC — representing Fox Williams LLP on behalf of the fashion brand — said that the club would need to carry out “destruction or modification upon oath of all goods and other items… [which] would constitute a breach of the injunctions”.
As seen above, this has now been done with the alteration of the Asahi sponsorship print and wording, but the barrister said, “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”.
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He goes on to add that the circumstances “give rise to a likelihood of confusion on the part of the public”. The club has yet to issue an official response but, given the changes that have now been made, they will be hoping for a resolution.
The City Football Group also still has 115 FFP charges looming over its head as football fans everywhere wait to learn of their fate.
Featured Images — Manchester City/Comma Papana BS200 (via Wikimedia Commons)
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Tommy Fury announces huge fight against former World’s Strongest Man Eddie Hall
Daisy Jackson
Tommy Fury has announced his next major boxing match – against a rather unlikely opponent.
The Manc boxer and former Love Island star will face Eddie Hall, who once reigned as the World’s Strongest Man and was the first person on the planet to deadlift 500kg.
The match, billed as Beauty vs The Beast (we’ll let you decide who’s who…), will take place at the AO Arena this summer.
Tommy Fury and Eddie Hall will be facing off in Manchester as part of the Misfits Boxing series, a sports promotion company founded by YouTube sensation KSI.
26-year-old Fury – younger brother of heavyweight legend Tyson Fury – remains unbeaten, seeing off all-comers in the crossover boxing world.
As for 38-year-old Eddie Hall (nicknamed The Beast), he retired as a strongman competitor, where he’s previously been crowned the World’s Strongest Man, and has now pivoted into combat sports.
The pair have collaborated recently on several videos online, taking on challenges like a One Punch Knockout and a breakfast eating competition.
But this will be the first time they’ve publicly faced off in the ring.
Misfirst Boxing has once more delivered the biggest match-ups possible in the crossover boxing space, with Fury vs. Hall promising to be a titanic tussle that will captivate fans around the world.
Tommy Fury vs Eddie Hall, Beauty vs The Beast, will take place on Saturday 13 June at the AO Arena in Manchester – you can get tickets HERE.
Corey Blackett-Taylor ruled out injured for the rest of the season
Danny Jones
Bolton Wanderers winger Corey Blackett-Taylor has been ruled out for the rest of the season following injury.
With not that long left in this year’s campaign and the playoff scrap set to ramp up even further in the coming weeks, it’s an unfortunate twist of fate for the Trotters.
Despite still being only a relatively recent signing, having just joined Bolton in the most recent January transfer window, it didn’t take long for him to make a good impression.
Scoring on debut in a 1-0 away win against AFC Wimbledon, the 28-year-old is now set to miss the remainder of the 2025/26 term, letting supporters know the news on Friday, 27 March.
Blackett-Taylor was forced off in the game against Rotherham United after pulling up in the wake of taking a shot, ultimately being subbed in the first half.
It was quickly confirmed to be a thigh injury, and while the specific nature and severity of the damage haven’t been fully detailed, he has now informed fans that his season is over.
Writing on Instagram, he said: “Instantly from arriving at the club, I felt the passion and support from the fans, club, staff and players.
“I have no doubts [about] the club achieving their targets of promotion – I want to say a huge thank you for making me feel so welcomed and comfortable. Unfortunately, my season is concluded due to my injury, but I’ll be here supporting the team to the very end.”
He isn’t the only impactful League One player at a side eyeing up the Championship to have been hampered by setbacks on the physio bench, with rivals Stockport County also confirming an absence at this crucial point in the campaign.
Not ideal for either of the Greater Manchester hopefuls.
Once again, while the recovery period for both of these players has already begun, the exact timelines for their return remain to be seen.
That being said, chances are we’ll see the Derby County loanee back in action before Hills, though we’ll have to wait to find out whether it will be at the Toughsheet Stadium or back with his parent club.
Who do you think is going to clinch that third promotion place at Wembley come this May?
Danny Jones -
8th January 2024 
