Gary Lineker was interviewed by Alcohol Concern Ambassador, Alastair Campbell, in the September issue of GQ Magazine, where alcohol sponsorship was one of a range of topics discussed.

Tom Smith, Policy Programme Manager at Alcohol Concern, commented: "We applaud Gary Lineker going public with his criticism of alcohol sponsorship of football. Sadly the game is saturated with it even though huge numbers of the audience are children.

"We need more high profile figures like him to come forward and say that it's time football is alcohol sponsorship free. We also need more players to follow his lead and say no to personal sponsorship deals with alcohol companies.

"The Government acknowledges the link between alcohol advertising and drinking, particularly in under 18’s, which is why we are calling for tougher action on alcohol advertising in sport".

This comes on the back of comments made by Alcohol Concern on 8th April, 2014 in relation to David Beckham, who announced a partnership with Diageo to promote whisky.

At that time Emily Robinson, Deputy Chief Executive of Alcohol Concern, said: "It's incredibly disappointing that David Beckham, a global icon who has wide appeal to children has chosen to use his sports star image to promote spirits.

"Given David Beckham's other roles promoting sport and a healthy lifestyle to children, we believe this will send a confusing message to them about the dangers of alcohol and its impact on a healthy lifestyle and we call on the star to rethink his association with this product".

Alcohol Concern is campaigning for an end to sports sponsorship by alcohol brands. More information abpout their campaign can be found in their report, Stick to the Facts.