The decision to remove the sponsorship from the new season 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. Research showed that Carling and the Old Firm managers have had a great impact to getting the sensible drinking message across in Scotland”.
The Portman Group's fourth Code of Practice recommends that 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.