摘要：The realization of mega sporting events in Brazil has motivated changes in various social contexts, and promote changes in legislation. FIFA requirements disregard of the political achievements of alcohol and about violence in stadiums, strengthening the link between beer and football. Considering the negative consequences of granting the sale and consumption of beer in stadiums and advertising of beer involving the World Cup, this article discussed intangible impacts of the 2014 World Cup. Signals of increasing the number of beer drinkers as a result of the General Law of the Cup, highlighting the negative aspects to society
其他摘要：The realization of mega sporting events in Brazil has motivated changes in various social contexts, and promote changes in legislation. FIFA requirements disregard of the political achievements of alcohol and about violence in stadiums, strengthening the link between beer and football. Considering the negative consequences of granting the sale and consumption of beer in stadiums and advertising of beer involving the World Cup, this article discussed intangible impacts of the 2014 World Cup. Signals of increasing the number of beer drinkers as a result of the General Law of the Cup, highlighting the negative aspects to society
关键词：mega, world cup, beer;mega, mundial, cerveza.;megaevento;copa do mundo, cerveja
