Alcohol branding to end

It follows an agreement within the drinks industry that it is unnecessary for logos to be advertised in this manner.

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 January 1 next year.

Two Premiership football clubs, three Scottish Premier League clubs, nine county cricket clubs and a number of top-flight rugby clubs could be affected by the move.

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.

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."

The voluntary rule change will be included in the latest edition of the Portman Group's Code of Practice which will be published on June 19.

The move comes less than a month after the Government announced a new scheme for alcoholic drinks to carry new 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.

At present, bottles and cans carry percentage details of alcohol and most carry unit information.