The Lion Beer emblem can be seen displayed where the captains of both England and Sri Lanka toss a coin before play.

It is said that Match Referee David Boon had also been misled in order to seek his approval for the Lion Beer emblem to be displayed on the pitch.

It is understood that Sri Lanka Cricket secretary Nishantha Ranatunga had instructed his Marketing head Vajira Dissanayake to procure the approval of Boon after saying the new Lion was the mascot of the Sri Lanka team.

An inside source at Sri Lanka Cricket told SriLankaMirror that Ceylon Breweries had paid Sri Lanka Cricket a large sum of money to promote the Lion Beer emblem.

Advertising alcohol based products in sports is against government regulations especially under the so-called "Mathata Thitha" project of President Mahinda Rajapaksa and a large number of officials at Sri Lanka Cricket are said to be concerned over it.

The new Lion Beer emblem promoted by Sri Lanka Cricket could be witnessed at today's seventh and final ODI against England at the Premadasa stadium.