Alcohol branding banned on children's replica kits

Alcohol branding on children's replica shirts will become a thing of the past, under new marketing rules agreed by the drinks industry.

This new restriction will apply to sponsorship contracts signed after 1 January 2008.

The decision by the Portman Group follows a public consultation on its Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks which applies to all alcohol marketing.

Drinks companies are taking the lead even though this decision may lessen their commercial appeal as sponsors if clubs sell fewer shirts ​ David Poley, chief executive of the Portman Group.

Nine county cricket clubs, two Premiership football teams, three Scottish Premier League clubs and a number of rugby clubs are currently sponsored by drinks companies.

David Poley, chief executive of the Portman Group, the industry's social responsibility organisation, said: "There is no evidence to link this marketing with under-age drinking. Even so, drinks companies are concerned about the negative perception caused by their logos appearing on children's shirts. ​

"Despite producers having only ever been interested in marketing their drinks to adults, some critics see children in replica kit as walking billboards for alcohol.

"This side effect of sponsorship is set to end. Drinks companies are taking the lead even though this decision may lessen their commercial appeal as sponsors if clubs sell fewer shirts."

Liverpool football club is currently sponsored by Carlsberg, while Everton's sponsor is Chang Beer, and Rangers' is Carling.

Rugby club Wasps has a sponsorship deal with Magner's cider while Essex County Cricket Club currently sports the Shepherd Neame logo.