Team Creates Non-Alcoholic Sponsor Kit For Kids

Amid, new calls for a U.K. ban on alcohol sports sponsorship, one football club today announced a hybrid solution that maintains its relationship with the all-important alcohol category.

While Crabbie's, Alcoholic Ginger Beer, sister brand, will be showcased on Hibernian FC first team shirts and adult replica kits, non-alcoholic sister brand, John Crabbies Cloudy Ginger Beer, will be featured on all children's sized replica kits. John Crabbie's will also serve as the main sponsor of the U19s and Ladies first teams.

The sponsorship agreement with Hibernian runs from July this year through to June 2014 and, as main club sponsor, Crabbie's will also benefit from marketing, visibility and hospitality rights.

"The nature of going to the football involves most people having a beer - we couldn't get away from that," Commercial and communications director, Fife Hyland, told the Edinburgh News. "We have got to turn that argument on its head and say using football can have a really positive impact on responsible drinking and promoting that message, because it's part of that match day experience.

"This is a fantastic, wide-ranging agreement for the Club in what remains a very challenging time for Scottish football and business," Scott Lindsay, Chief Executive, Hibernian FC said. "We are delighted to announce this partnership with a brand that has so much shared heritage and history. As well as both being from Leith, the Club and the Crabbie's brands share a culture of innovation, both have ambitious plans for the future, and we are convinced that this relationship will be beneficial for everyone associated with Hibernian and Crabbies."