There are calls for the Highlanders to remove Speight's branding from their jerseys.
Alcohol Healthwatch has made a formal complaint to the Advertising Standards Authority, claiming the rules have been breached.
Executive director Nicki Jackson told Mike Hosking sporting heroes modelling beer to kids is a huge concern.
“We’ve got players with logos emblazed on their jumpers going into schools and training games where we are seeing large numbers of children being exposed. The evidence is clear that it harms them.”