The kids are all right without drinks logos on sports outfits

15 June, 2007

Drinks companies lead decision to ban logos on replica football shirts

New guidelines mean drinks companies will no long

er be allowed to display their logos on children's replica sports shirts.

The latest restriction, brought in under the Portman Group's Code of Practice on the Naming, Packaging & Promotion of Alcoholic Drinks, will apply to sponsorship contracts signed after January 2008.

Portman Group chief executive David Poley said drinks companies had taken the lead in the decision, despite the chance it could lessen their commercial appeal as sponsors.

He 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."

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, including Carlsberg, Carling and Magners.

The rule change is included in the fourth edition of Portman's code, due to be published in full on June 19.

Portman has also published marketing tips for drinks producers . The guidelines, posted on the group's new-look website, cover a range of topics including unit labelling, the promotion of and website age verification pages. Poley said companies failing to comply with the advice would not breach the code, but would be "demonstrating their commitment to promoting responsible drinking" if they did implement them.

Bookmark this

Site Search


English wine: a happy harvest for Christmas

All across England and Wales, vineyards are being harvested. Down winding country lanes come armies of welly-wearing conscripts wielding secateurs and buckets, ready to reap the rewards of our vines. Happily they come, their cheeks ruddy with pride. Half an hour later they’re crawling over muddy clods with lacerated hands, drenched in claggy juice and cold sweat, as if ploughing through an endurance race.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know