Some of the beer advertising that features sports would seem to be harmless enough. Here's the football schedule for the University of Nebraska at Kearney. Here's a sign inviting sports fans to come in and have a beer and watch the World Cup. Men like sports, so at one level it's no mystery that beer advertising would associate beer with a whole variety of sporting events. But, again, I think there's a lot more going on here than first meets the eye. .
Sports is about winning.
It's about pushing oneself to the limit, and taking risks. Sports is about teamwork, and being one of the guys. For young men who are trying to establish their sexual identity, and who are trying to figure out what it means to be a man in our society, sports can be one way to help figure that out. And, by association, so can drinking beer. This ad hits on every theme.