The decision to remove
sponsorship from the new
strip for Celtic and Rangers replica shirts was made by the brewer to "champion responsible drinking".
Coors chief executive Mark Hunter said: "Beer brands can play a very important role in championing responsible enjoyment of alcohol. It is one thing to make people aware of responsible consumption - the far bigger challenge is to motivate people to follow the advice.
Carling and the Old Firm managers have had a great impact
on getting the sensible drinking message across in Scotland."
The Portman Group's fourth Code of Practice recommends
alcohol sponsorship is removed from children's replica football shirts from summer 2010.Carling has been the official sponsor of Celtic and Rangers football clubs since July 2003.