Graduation Year
2025
Document Type
Senior Thesis
Degree
Bachelor of Arts
Primary Major
Psychology
Second Major
History
Thesis Advisor
Jordan Lieser, PhD
Abstract
The current study investigates the relationship between alcohol and sports marketing. Throughout this research paper, the primary focus is to look at the three previous World Cups and their hosting Countries: Brazil, Russia, and Qatar. To do this, the methods that are used to analyze the three countries will consist of a collection of digital archives consisting of YouTube ads, alcohol policies of the countries hosting the World Cup, and the effects of the World Cup on the hosts overall. In addition, the study goes into how the alcohol policies of each country have shifted before, during, and after being the host of the event. The goal is to distinguish how alcohol and sports companies use the big stage of the World Cup through different marketing strategies. Throughout the paper, the main focus is Brazil, Russia, and Qatar. Each country in the study will have an area that focuses on its alcohol policies and how FIFA(World Cup company) and Budweiser (main alcohol sponsor) work together to enhance viewers' experiences. In addition to the influence of alcohol on the hosting countries, the study also goes into how alcohol and sports marketing affect the three countries' economy as well.