Drink sponsors lose their shirts

Published on Monday 4 June 2007 01:34

ALCOHOL branding on children's replica sports shirts is to end under new rules announced yesterday.

It follows an agreement within the drinks industry that it is unnecessary for logos to be advertised on shirts designed for those too young to drink.

Three Scottish Premier League clubs - Rangers, Celtic and Hibernian - are among those affected by the move.

The announcement by the Portman Group also comes after a public consultation on its code of practice on the "naming, packaging and promotion of alcoholic drinks".

The new restrictions will apply to all sponsorship contracts signed after 1 January next year. Two English Premiership football clubs, nine county cricket clubs and a number of top-flight rugby clubs could also be affected.

Liverpool Football Club is currently sponsored by Carlsberg, while Everton's sponsor is Chang Beer, and Rangers and Celtic are both backed by Carling. Rugby club Wasps has a sponsorship deal with Magner's cider while Essex County Cricket Club currently bears the Shepherd Neame logo.

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.

"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."

The move comes less than a month after the government announced a new scheme for alcoholic drinks to carry warning labels. In a voluntary agreement between ministers and the industry, all drinks will be expected to carry details of units and recommended safe drinking levels on their labels by the end of 2008.