Alcohol branding on children's replica sports shirts in the UK is to be banned under a new voluntary code.
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 drinks industry agreed that company logos are to be removed from children's replica sports shirts due to fears that advertising alcohol on tops for young people sends out a negative image of their brands.
The new restrictions will apply to all sponsorship contracts signed after January 1, 2008. Two English Premiership football clubs, three Scottish Premier League clubs, nine county cricket clubs and a number of top-flight rugby clubs could also be affected.