Drinks logos end on child strips

Young fans will get Steven Gerrard's shirt minus the sponsor's logo

Alcohol product logos will no longer appear on children's replica sports shirts under a new voluntary code.

The move, announced by the Portman Group, will apply to sponsorship deals from 1 January 2008.

Currently Liverpool FC is sponsored by Carlsberg, Everton by Chang beer and both Rangers and Celtic by Carling.

David Poley, chief executive of the Portman Group, admitted: "Some critics see children in replica kit as walking billboards for alcohol."

'Negative perception'

There is no evidence to link this marketing with under-age drinking David Poley The Portman Group

Two Premiership football clubs, three Scottish Premier League clubs, nine county cricket clubs and several rugby clubs which are currently sponsored by drinks firms could be affected by the move.

Wasps rugby club is sponsored by Magner's cider and Essex County Cricket Club has a deal with Shepherd Neame.

Mr Poley 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.

"Drinks companies are taking the lead even though this decision may lessen their commercial appeal as sponsors if clubs sell fewer shirts."

The group's announcement follows public consultation on its Code of Practice on the Naming, Packaging and Promotion of Alcoholic drinks.

The move comes almost a month after a new scheme was announced by the government for alcoholic drinks to carry new warning labels.