Hibs' new sponsor's not only for grown-ups

But the new 2011-12 Hibs kit for youngsters will have an important difference from that worn by their idols, courtesy of new sponsor Crabbie's.

While the first team adult strips will bear the name Crabbie's, the children's version will be branded John Crabbie's - the non-alcoholic version of the ginger beer.

It is a move which is sure to be welcomed by alcohol campaigners who have called for more restrictions on alcohol marketing in products aimed at children.

The Leith firm was today due to be unveiled as the Easter Road club's sponsor for the next three seasons.

Crabbie's alcoholic ginger beer will sponsor the first team from next season, while John Crabbie's cloudy ginger beer sponsors the under-19s boys and the ladies first team.

The brand Crabbie's was formed in Leith in 1801, with the Crabbie's distillers then situated on Great Junction Street.

Commercial and communications director for Hibs, Fife Hyland, said: "We are delighted that in the tough financial market we are operating in, we have found a sponsor that not only is from Leith, but that also operates around the world."

Mr Hyland added: "The nature of going to the football involves most people having a beer - we couldn't get away from that. We have got to turn that argument on its head and say using football can have a really positive impact on responsible drinking and promoting that message, because it's part of that match day experience.

"We always have been responsible - our Whyte and Mackay kids' strips were without any branding. This time the Crabbie's range gives us the option to avoid alcohol on the under-18s shirts. There won't be any alcoholic references on any of the kids' shirts."

Yesterday, the Evening News reported that educating youngsters about alcohol was one of the aims of a new campaign, supported by Children 1st, to cut their exposure to advertising.

Approximately 800 million is spent each year on the promotion of alcohol in the UK. Much of the advertising is through sponsorship of sporting events which have a large youth following. The three-year sponsorship deal between the Easter Road outfit and Crabbie's will run from July of this year to the end of June 2014, but Mr Hyland pointed out that it could be longer.

"There is an extension provision if all parties are happy, so it could possibly be another three years on top of that," he said.

Hibs' current sponsor is Leith-based McEwan Fraser, a specialist property investment company.