Section Yellow Brings Sober Tailgating to Lambeau Field

Game day in Green Bay is back. With football season underway, Lambeau Field is once again buzzing with fans, the smell of brats on the grill, and a sea of green and gold.

Lambeau Field Green Bay Wisconsin from above — Photo credit: Grindstone Media Group / Shutterstock.com

Wisconsin’s tailgating culture has also long gone hand in hand with alcohol. For many, that’s part of the ritual. For others, especially those in recovery, it can make game day feel off-limits.

Section Yellow, also known as Section Sober, offers an alternative. Launched in 2019 with little more than a table and two chairs, it has grown into a community of more than 2,000 Packers fans.

Green Bay, Wisconsin/USA- September 30, 2018. The scene at Lambeau Field on the day of a Packer game. Packer fans tailgate and party before the game.

Founder John Plageman, who’s been sober since 2009, was inspired by a “sober tent” he visited at a Phish concert in Wisconsin. “I felt relieved, I felt comfortable,” he told NBC 26. That moment stayed with him, and he brought the idea back to Lambeau. Today, Section Yellow provides a welcoming space before every home game, set up between the Kwik Trip and Bellin Gate.

Supporters gather to swap stories, share encouragement, and cheer for the team. In the fourth quarter, when alcohol sales stop, they release yellow balloons, a striking symbol of solidarity and recovery.

Tom Farley, brother of the late comedian Chris Farley and Community Outreach Director for Recovery.com, has been a key advocate. “The seeds are turning to ripples, the ripples turning to waves, and the waves are crashing now of positive sobriety, awareness, and support,” Plageman said in an interview with NBC 26.

In a state that consistently ranks among the heaviest-drinking in the country, Section Yellow gives sober fans a rare sense of belonging. Their motto, “one game at a time,” echoes the recovery journey while tying back to football itself.

As someone who grew up in Wisconsin and has family members in recovery, I really appreciate what Section Yellow is doing. It means a lot to see a cause like this rooted in our community, bringing fans together and showing that game day can be joyful without alcohol.

To learn more or support their mission, visit sectionyellow.com.

Planning a visit to Titletown beyond game day? Here are some fun things to do in Green Bay
that show there’s plenty more to enjoy in the city.

The 10 States That Drink the Most Beer

Beer Keg Pouring Beer at a wedding — Cavan-Images / Shutterstock

Data reveals where Americans are sipping (or chugging) the most beer—Wisconsin residents, prepare to be shocked.

Shamba Safari: What to Expect When Visiting This Drive-Through Safari in Wisconsin

Going on a safari adventure doesn’t require a plane ticket to Africa; I’ve found a fun safari experience right here in Wisconsin. Shamba Safari offers a unique blend of wildlife encounters, making it a great destination for families and animal lovers alike