Carling's logo will only appear on a proportion of replica football shirts sold to fans as part of the beer's £12m sponsorship deal with Celtic and Rangers, it has emerged.
In what Coors Brewers claims is an industry first in the responsible promotion of alcoholic drinks, the name of its flagship beer will not emblazon all the kits made in children's sizes.
The move is partly in response to the code of practice published by the Portman Group, the drinks industry's watchdog, which last month urged manufacturers to act more responsibly when promoting their brands in areas like sport, where it said the public could take offence at associations between alcohol and children's merchandise.
Mark Hunter, marketing and international development director for the brewer, said: "We believe our sponsorship will provide additional avenues to deliver the sensible drinking message.
"Offering alcohol free' alternatives in children's replica shirts is just one way we will be demonstrating this as we work with clubs over the next three seasons."
Carling is already linked with Aston Villa, West Bromwich Albion and Arsenal, although not as a shirt sponsor.