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The Football Association and its beer partner, Carlsberg, are in

the early stages of talks about a joint initiative to promote

responsible drinking. The talks follow recent outbreaks of violence at a

number of high-profile matches.

While no launch date has been set, the activity is likely to focus on

targeting football fans with advertising in match programmes and on

perimeter hoardings at stadiums around the country.

The campaign will emphasise the importance of using alcohol

sensibly.

The events of the past fortnight have revived memories of the chronic

hooliganism suffered by football throughout the 70s and 80s.

The FA is determined to stamp out any return to crowd trouble,

particularly at a time when it is when it is banking on commercial

partners signing up to top-level sponsorship contracts.

FA director of marketing Paul Barber is in talks with existing sponsors

such as Nationwide and AXA about renewing their deals.

Both companies are said to be unhappy about the recent scenes at Cardiff

City's Ninian Park, and Chelsea's Stamford Bridge, at which objects were

thrown at players and officials and fans invaded the pitch.

Barber said: "Our sponsors have always been extremely supportive, and

understand how hard we are working to ensure the events of the past two

weeks are not repeated."

Carlsberg, a second-tier sponsor of the FA, is planning a series of

major promotions for this year's World Cup Finals, which kick off on May

31.

A Carlsberg spokesman said: "We are keen to work with the FA to

communicate to fans that it is important to use alcohol sensibly." It is

thought other companies are keen to assist with the activity.

Last month, Marketing revealed that Leeds United FC was launching a

responsible drinking campaign in the wake of the conviction of defender

Jonathan Woodgate for affray. The club's sponsor, HP Bulmer-owned cider

brand Strongbow, lent its support to the initiative.

Last year, the FA was involved in an ad campaign to eradicate racism

from football, and the alcohol consumption initiative will underline its

efforts to take its social responsibility seriously.