The purpose of this master thesis is to elucidate the role of consumers emotions for successful football advertisements and the impact of self-construal on this emotional perception. The cognitive appraisal theory and the presence of an independent or interdependent self-construal are central for understanding emotional influencing factors of football consumers in terms of advertising. Within an exploratory research design, fourteen focused interviews were conducted with people who are highly interested in football. By using five different print ads expressing distinct emotions as stimuli, findings reveal that depiction of positive emotions like happiness, joy, pride and love lead to appreciation of the ad. In contrast, negative emotions in form of anger and sadness encounter rejection. Evaluation of relevant factors in football ads depends on the type of self-construal. Existence of mixed self-construal is discovered, adding new viewpoints to research. The results show the importance of considering emotions and selfconstrual as decisive elements of successful football advertising.