A junior football team has landed a new kit deal as part of a campaign to crack down on alcohol sponsorship.
Balance, the North East Alcohol Office, is urging for time to be called on alcohol deals in sport.
And it kicked off the campaign in a show of commitment to local organisations by doing a sponsorship deal with Wallsend Boys Club’s under-11 team.
The will be kitted out in new strips for the next two seasons thanks to the deal.
Colin Shevills, director of Balance, said: “We’re proud to be able to sponsor Wallsend Boys Under-11s team kit for the next two years.
“The club is an institution and has contributed to nurturing the talents of world class footballers for decades.
“It’s important for sports clubs such as this to engage children in sport and encourage them to live healthy, happy lives.
“Alcohol advertising on TV is seen more often by children than adults and that exposure has a huge impact on their attitudes towards drinking.
“You only have to look at research which showed that 11 year olds are more familiar with leading alcohol brands than those of leading biscuit or ice-cream brands to realise the scale of the problem.”
Club chairman Steve Dale said: “Wallsend Boys Club is very grateful to Balance for the sponsorship.
“The club passionately believes that active participation in sport by young people is one of the most effective ways that we can help them build and develop healthy habits for the rest of their lives.”