Watching sports and drinking beer — it’s a combination dating back to the 19th century. But now, Americans are going sober at a faster rate than ever before, and professional sports are taking notice with more nonalcoholic options and sober tailgates.When it’s game day in Green Bay, for thousands of Packers fans, that means booze for breakfast. Because in the Badger State, drinking is almost a sport of its own. Consider this: on the first day of this year’s NFL draft, Green Bay sold more beer than Kansas City and Detroit did in their entire three-day drafts, combined.But nationally, opinions on alcohol are changing. According to an August 2025 Gallup poll, the percentage of U.S. adults who say they drink alcohol has fallen to 54%, the lowest in Gallup’s nearly 90-year trend. That’s compared to 62% in 2023. “Wisconsin’s known for drinking, we know that, but it also can be known as a space and place of recovery for those in need,” Steve Opgenorth said. Opgenorth is a volunteer with the group Section Yellow, a small nonprofit with a big presence at Lambeau Field.”Section Yellow is here for the support of those in recovery to understand, know, and value that you have a place where you don’t have to drink,” Opgenorth said. “We’re also sober allies to help those in recovery continue that journey and make sure — even in a setting like Lambeau Field — there’s support of that.”The sober support group has a presence both inside Lambeau Field’s concourse and out at tailgates. At their booths, people will find water, resources, and a listening ear.”Do you have people walk up to the table that are drinking at the games and tailgates, but are still sober curious, and want to learn more?” WISN 12 News’ Mallory Anderson asked.”I’ve had a dozen of those conversations already,” Opgenorth replied. “I think those are what makes this worthwhile; what do I do? Where do I go? Who do I talk to? What outlets, avenues, and opportunities are there around being sober?”But what’s behind the trend toward sobriety? That same Gallup poll says most Americans accept that drinking alcohol is just plain bad for your health.Tim Rabolt has 14 years of sobriety and runs the group Recovery at Marquette, working with sober college students.”A lot of students in their early 20s, they just have a different mindset on health and wellness,” Rabolt said. “More than half of the population of young people believe it’s just not good at all for long-term health.” Sober events are popping up in Milwaukee sports, too, including a sober Brewers tailgate in September attended by hundreds of people.”Here you have people with 25, 30 years of sobriety, along with people who are just in their first week of sobriety,” said Byron Thompson, a senior volunteer manager with the sober group The Phoenix-Milwaukee. “It’s a great way for us to network and show that we’re having a great time.””We had over 600 people come to that tailgate, and over 800 come into the game with the tickets,” Rabolt said. “It was cool seeing different people connect that normally wouldn’t have. There was a lot of emotions, with people saying things like ‘I didn’t think I could do this,’ or ‘This is one of the most fun things I’ve ever done in recovery.'”For some in recovery, sports can be a huge trigger due to the accessibility of booze and emotions tied to games.”A lot of recovery is emotional regulation,” Rabolt said. “If you’re really into a sports team, you’re going to get emotionally dysregulated. Especially if it’s playoffs, or a big stakes game, or against a rival.”Rabolt feels sober tailgates and more nonalcoholic drink options at professional sports games can help those in recovery realize their life can be just as fun and full without alcohol. “Recovery really kind of opens your eyes into finding joy in little things, so then when you do some of this big stuff it’s like, ‘Wow, that is more fun — and I remember it.’ And I didn’t spend hundreds of dollars I didn’t need to spend, or whatever other negative consequence might have happened,” Rabolt said.Many in recovery follow the motto “one day at a time.” Now they can add one game at a time, too.”You can do everything and anything in Lambeau Field without a beer,” Opgenorth said. “You can enjoy a win at a big game. You can chant all you want, have as much food as possible, and nothing really changes with an NA beer in hand or a water.”Recovery at Marquette and The Phoenix-Milwaukee have partnered with the Brewers and the Milwaukee Admirals for sober games. They also have a sober tailgate and game planned for the Milwaukee Bucks St. Patrick’s Day game in 2026. For more information or to get involved, join the MKE Recovery Night Facebook Group.Resources: Adult recovery services in Milwaukee County Adult recovery services in Waukesha County4th Dimension Sobriety MilwaukeeRecovery at Marquette web pageRecovery at Marquette on InstagramThe PhoenixThe Phoenix Milwaukee Facebook PageSection Yellow web pageSection Yellow Facebook page988 Lifeline can be called or texted for alcohol or drug use concernsTop HeadlinesKenosha couple arrested after police seize 27 dogs in alleged illegal puppy millMilwaukee mayor vetoes $8 million budget amendment for city fire departmentMilwaukee Public Schools opposes private school’s plan for sports complex in public parkWATCH Falling tree hits and kills motorcycle passenger in Muskego
Watching sports and drinking beer — it’s a combination dating back to the 19th century. But now, Americans are going sober at a faster rate than ever before, and professional sports are taking notice with more nonalcoholic options and sober tailgates.
When it’s game day in Green Bay, for thousands of Packers fans, that means booze for breakfast. Because in the Badger State, drinking is almost a sport of its own.
Consider this: on the first day of this year’s NFL draft, Green Bay sold more beer than Kansas City and Detroit did in their entire three-day drafts, combined.
But nationally, opinions on alcohol are changing. According to an August 2025 Gallup poll, the percentage of U.S. adults who say they drink alcohol has fallen to 54%, the lowest in Gallup’s nearly 90-year trend. That’s compared to 62% in 2023.
“Wisconsin’s known for drinking, we know that, but it also can be known as a space and place of recovery for those in need,” Steve Opgenorth said.
Opgenorth is a volunteer with the group Section Yellow, a small nonprofit with a big presence at Lambeau Field.
“Section Yellow is here for the support of those in recovery to understand, know, and value that you have a place where you don’t have to drink,” Opgenorth said. “We’re also sober allies to help those in recovery continue that journey and make sure — even in a setting like Lambeau Field — there’s support of that.”
The sober support group has a presence both inside Lambeau Field’s concourse and out at tailgates. At their booths, people will find water, resources, and a listening ear.
“Do you have people walk up to the table that are drinking at the games and tailgates, but are still sober curious, and want to learn more?” WISN 12 News’ Mallory Anderson asked.
“I’ve had a dozen of those conversations already,” Opgenorth replied. “I think those are what makes this worthwhile; what do I do? Where do I go? Who do I talk to? What outlets, avenues, and opportunities are there around being sober?”
But what’s behind the trend toward sobriety? That same Gallup poll says most Americans accept that drinking alcohol is just plain bad for your health.
Tim Rabolt has 14 years of sobriety and runs the group Recovery at Marquette, working with sober college students.
“A lot of students in their early 20s, they just have a different mindset on health and wellness,” Rabolt said. “More than half of the population of young people believe it’s just not good at all for long-term health.”
Sober events are popping up in Milwaukee sports, too, including a sober Brewers tailgate in September attended by hundreds of people.
“Here you have people with 25, 30 years of sobriety, along with people who are just in their first week of sobriety,” said Byron Thompson, a senior volunteer manager with the sober group The Phoenix-Milwaukee. “It’s a great way for us to network and show that we’re having a great time.”
“We had over 600 people come to that tailgate, and over 800 come into the game with the tickets,” Rabolt said. “It was cool seeing different people connect that normally wouldn’t have. There was a lot of emotions, with people saying things like ‘I didn’t think I could do this,’ or ‘This is one of the most fun things I’ve ever done in recovery.'”
For some in recovery, sports can be a huge trigger due to the accessibility of booze and emotions tied to games.
“A lot of recovery is emotional regulation,” Rabolt said. “If you’re really into a sports team, you’re going to get emotionally dysregulated. Especially if it’s playoffs, or a big stakes game, or against a rival.”
Rabolt feels sober tailgates and more nonalcoholic drink options at professional sports games can help those in recovery realize their life can be just as fun and full without alcohol.
“Recovery really kind of opens your eyes into finding joy in little things, so then when you do some of this big stuff it’s like, ‘Wow, that is more fun — and I remember it.’ And I didn’t spend hundreds of dollars I didn’t need to spend, or whatever other negative consequence might have happened,” Rabolt said.
Many in recovery follow the motto “one day at a time.” Now they can add one game at a time, too.
“You can do everything and anything in Lambeau Field without a beer,” Opgenorth said. “You can enjoy a win at a big game. You can chant all you want, have as much food as possible, and nothing really changes with an NA beer in hand or a water.”
Recovery at Marquette and The Phoenix-Milwaukee have partnered with the Brewers and the Milwaukee Admirals for sober games. They also have a sober tailgate and game planned for the Milwaukee Bucks St. Patrick’s Day game in 2026. For more information or to get involved, join the MKE Recovery Night Facebook Group.
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