A statement on the site reads: "Southport Trinity cricket club are pleased to announce that Nice'n'Naughty adult shops will be the new shirt sponsors for the 2006 season.
"Chester-based director and cricket fan Simon Prescott is keen to spread the brand name around local cricket circles.
"Nice'n'Naughty is a respectable high street chain of shops with eight outlets across the region, including one here in London Street, which has been visited on a number of occasions recently by club officials and is highly recommended."
The site also boasts the new £20 club shirts, featuring the sex shop's logo, will spark controversy.
Mr Barker said: "The main issue is that it is not suitable for a club with junior cricket sides and it's totally inappropriate.
"We have made it quite clear that they will not be playing in the Liverpool and district league with that as their sponsor."
The Rev Rod Gardner, vicar of nearby Holy Trinity church, said: "We are not linked to Southport Trinity, but I still think they've made a terrible choice of sponsor. I've had several concerned people call me. A sex shop is hardly right, especially for a game that prides itself on a tradition of dignity and civilisation."
Southport Trinity has been playing cricket at The Rookery, Roe Lane, for more than a century. It runs three senior sides and four junior teams, starting at under-13.
The club won promotion from the Merseyside Alliance last year, with new captain Dwight Mais top wicket taker in the division.
Nobody from Southport Trinity was available for comment.
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