Alcohol-related branding on children’s replica sports shirts will not be used after 1 January next year, under new marketing rules agreed by the drinks industry.

The Portman Group, the alcohol industry’s social responsibility organisation, made the announcement following a public consultation on its code of practice for the naming, packaging and promotion of alcoholic drinks.

The news will affect nine county cricket clubs, two Premiership football clubs (Liverpool and Everton), three Scottish Premier League clubs (Celtic, Hibernian and Rangers) and several rugby clubs.

David Poley, chief executive of the Portman Group, said: “There is no evidence to link this marketing with underage drinking. Even so, drinks companies are concerned about the negative perception caused by their logos appearing on children’s shirts.

“Despite producers having only ever been interested in marketing their drinks to adults, some critics see children in replica kits as walking billboards for alcohol. This side effect of sponsorship is set to end.

“Drinks companies are taking the lead even though this decision may lessen their commercial appeal as sponsors if clubs sell fewer shirts.”