Time is being called on alcohol sponsorship in sports.
As the World Cup continues, officials at Balance – the North East Alcohol Office – say there is more risk of children being exposes to alcohol adverts.
They have teamed up with local sports clubs, including Forest Hall YPC Under 15s, to give children the best start to a healthy active life.
During the UEFA Euro 2016 tournament, researchers found there were more than 100 alcohol marketing messages per televised match in the UK, France and Ireland.
Colin Shevills, director of Balance, said: “The World Cup is not only a celebration of football, but also a festival of alcohol advertising by big alcohol brands on TV and social media.
“The event will be watched by millions of children and young people who will be exposed to these adverts.
“We believe they should be able to watch their sport without being constantly exposed to alcohol marketing.
“We’re proud to be able to sponsor team kits for Forest Hall YPC Under 15s. They have contributed to nurturing the talents of young people in the North East for years.”
Forest Hall YPC, established in 1996, has teams from U7 to U18.
Terry Denwood, coach, said: “We are proud to have Balance as a sponsor for our Under 15s team as we fully support the work they do.
“As an FA Community Football Club we are committed to providing a safe environment for local children to play football and we believe that inspiring children to play sport is the best way to encourage them to lead a healthy and active life.”
Balance say drinking alcohol can damage a child’s health, even if they’re 15 or older, affecting normal development of vital organs and functions, including the brain, liver, bones and hormones.
Currently alcohol advertising in England is self-regulated by the industry through a voluntary code of practice.