The advertising of alcoholic beverages in football is an issue that must be debated from the moral perspective, by the harmful social consequences that this substance causes and the health approach that promotes the sport. In this qualitative study, this debate was generated in a group of adolescents with the objective of analyzing the moral reasoning of schoolchildren of the third year on the promotion of alcohol through sport, through a hypothetical dilemma. Based on the results, it can be concluded that students perceive with divergence the advertising of alcoholic beverages in football, due to the conflict of values, social responsibility, autonomy, well-being and economic benefits.