Carling, brewed by Coors, has sponsored the so-called ‘Old Firm’ clubs of Rangers and Celtic since 2003.
Said Coors Brewers CEO Mark Hunter on the BBC website: "We hear the concerns of the public, we hear the concerns of the government. I think this is one facet of a number of different initiatives currently under consideration or that have already taken place."
The beer brand’s sponsorship of adult-size shirts, however, will continue. "It's an important part of building our brand,” said Hunter. ”We feel that targeting people of legal drinking age and above is appropriate and we will continue to do that."
Last year, the drinks industry group, Portman Group, agreed on new rules banning the use of alcohol branding on children's replica sports shirts. The rule will apply to all sponsorship contracts signed after January 1, next year.
