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