To find out, our data scientists analyzed over 26,000 anonymized BAC test results from users of the BACtrack app, taken during the 2025-26 season. To ensure the accuracy of "game day" behavior, the team isolated unique BAC tests collected between 6 AM the day of a game to 6 AM the day after. By syncing this data with each team's specific regular-season schedule, we were able to pinpoint the drinking habits of each respective fan base with high precision.
Then, the BACtrack Analytics team cross-referenced these BAC readings with everything from geography, ticket prices, and even helmet colors. Here’s what they found.
Finding #1: Geography Determines Most
The "Binge Belt" (Midwest)
Led by the Indianapolis Colts (0.082% average BAC, #2) the Midwest dominates the drunkest fans charts. This aligns with the region’s identification as the "Binge Belt" in CDC studies.
Why might Midwest fans be the drunkest?
- Tailgating Culture: The BACtrack Analytics team discovered that in the Midwest, even "standard" tailgating restrictions are associated with higher intoxication levels. Interestingly, when AFC fans face more tailgating restrictions, BAC levels rise - they actually seem to "load up" and drink significantly more.
- The "Liquor Blanket" Myth: Fans in Green Bay and Chicago often cite alcohol as a way to stay warm during freezing games. While alcohol actually causes vasodilation - which lowers your core temperature - the psychological effect encourages fans to keep drinking to fight the chill.
- Stadium Beer Prices: In our study, we found a correlation between beer prices and BAC: More expensive beer acts as a mild deterrent to getting drunk. So, it makes sense that the Midwest is home to the most affordable alcohol in the league ($8.54 on average). At Paycor Stadium, for example, a 16-ounce beer is just $6.80, and in Cleveland, it’s $7.15.
- The Detroit Paradox? Curiously, the Detroit Lions are the massive exception to the "cheap beer" rule. Despite Ford Field serving some of the league's most affordable beer at just $7.20 - and Motown being firmly in the Midwest "Binge Belt" - Lions fans are the most sober in the NFL (0.046% BAC).
The (More) Sober South
Despite the party reputations of destinations like New Orleans or Nashville, Southern fans are in fact the most sober in the league, just as Southern populations are the most sober in the nation. The South ranks 4th for annual per capita consumption at 2.38 gallons, trailing the Midwest (2.47), the Northeast (2.51), and the West, which leads the country at 2.71 gallons (Vinepair, 2025).
Aside from higher beer prices at stadiums in the South, other factors that may contribute to the Southern fans’ lower BAC levels include:
- The Bible Belt Effect: The South has the highest concentration of "dry" counties and religious denominations (i.e. Southern Baptists) that discourage alcohol use, creating a cultural "Puritanism."
- Too Hot to Handle It: While Midwest fans use alcohol to "stay warm," Southern fans (especially in the early 2025 season) had to contend with record-breaking heat in cities like Miami, Jacksonville, and New Orleans. Drinking heavy amounts of alcohol in 90°F temperatures + humidity is physically dangerous. So, Southern fans are perhaps prioritizing hydration (water and Gatorade) to avoid heatstroke.
- Demographics: 2025 saw a 90-year record low in American drinking rates, with only 54% of adults reporting they drink alcohol. This decline was pronounced among young adults and Republicans (a whopping 19% drop) - two major demographics in Southern football fanbases (Gallup, 2025). Since the South has the highest concentration of these "abstainer" groups, Southern NFL fanbases (like the Saints or Jags) are statistically more likely to include fans who don't drink at all, dragging down the region's average BAC.
Finding #2: The Tailgate Trap
One of the most counterintuitive findings in our 2026 study? The relationship between stadium tailgate policy and fan sobriety.
While intuition suggests that limiting tailgating would lead to more sober fans, the data shows the opposite. In fact, our team found that stricter tailgate rules are a predictor of higher intoxication levels.
When fans are faced with restricted tailgating windows or aggressive enforcement, they may not necessarily drink less - they may simply drink faster. Because our study tracks a full 24-hour window (6 AM to 6 AM), our data suggests that these fans engage in "Compensatory Consumption” - perhaps "loading up" at home, in transit, or in private lots to reach a peak BAC before entering the stadium’s secure zone, where prices are higher and access is limited.
Key Data Points on the Tailgate/BAC Correlation:
- The AFC "Binge" Factor: This effect is most pronounced among AFC fanbases. When AFC fans face heavy restrictions on traditional tailgating, they record higher overall 24-hour BAC levels. The pressure of a ticking clock may force a "marathon" of consumption into a "sprint," leading to spikes in intoxication that persist after the game begins.
- Midwest Culture & "Standard" Access: In the Midwest, even "standard" tailgating rules are associated with significantly higher intoxication levels. Even in stadiums with fewer restrictions, the deeply ingrained culture of the "Binge Belt" may encourage a high-volume baseline, as fans view the tailgate as a high-intensity social ritual that must be maximized.
- Northern Exposure: There’s an overlap between cold-weather geography and high BAC. For cold-weather teams with standard tailgate access, the combination of "loading up" to create a psychological "liquor blanket" and the lack of indoor alternatives may create a perfect storm for high 24-hour averages.
The data suggests that by trying to "control" the environment through restrictions, stadiums may be inadvertently incentivizing binge behavior.
Stricter policies don't appear to lower the total volume of alcohol consumed over a 24-hour game day; instead, they shift that consumption into a shorter, more intense timeframe. This means fans may enter the gates already at their peak BAC, rather than fans who have paced their consumption over several hours.
Finding #3: The "Sober-Curious" Sea Change
Overall, the "tide" is lowering across the board. The average fan BAC dropped 10 whole percentage points, from 0.071% in 2023 (the last time we conducted this study) to 0.064% this year. This is a notable shift in American gameday habits.
- The NA Explosion: The demand for non-alcoholic options has moved from a niche trend to a stadium staple. According to data from BeerBoard, sales of non-alcoholic beverages in NFL stadiums skyrocketed by 39.7% during the 2025 opening weekend alone (BeerBoard, 2025).
- The $1 Billion Milestone: The "adult" non-alcoholic category (NA beer, wine, and spirits) officially surpassed $1 billion in annual sales for the first time in 2025. Stadium vendors like Aramark have leaned into this by significantly expanding "Walk Thru Bru" markets with high-visibility NA sections. Plus, brands like Athletic Brewing are trying to reach NFL fans via campaigns such as its 2026 partnership with while on earth, co-founded by NFL star Christian McCaffreyBrands such as Athletic Brewing are engaging NFL fans through various initiatives, including its 2026 collaboration with "while on earth," a company co-founded by NFL player Christian McCaffrey (Fitt Insider, 2026).
- The 49% Rule: As of January 2025, 49% of Americans planned to drink less alcohol throughout the year, a massive jump from 34% in 2023 (NCSolutions, 2025).
- Gen Z Leadership: This shift is generational. Recent data shows 65% of Gen Z planned to drink less in 2026, with 39% committing to a fully "dry" lifestyle (Circana/NCSolutions, 2026).
- Cannabis-Infused Alternatives: In legal states, fans are increasingly swapping "beers for binaries." 26% of consumers expressed interest in trying THC or CBD-infused beverages as a gameday replacement for alcohol (Circana, 2025).
The Detroit Lions Paradox
The Midwest is home to America’s drunkest NFL fans… but with one oddly massive exception: Detroit Lions fans. In fact, Lions fans are the most sober in America - ranked dead last at #32, with a 0.046% average BAC.
Now, we’ve already established that the Midwest's low stadium beer prices and cold temperatures likely contribute to its "drunkest fans" status. Our in-house data scientists have also found a correlation between stricter stadium tailgate rules and higher BAC levels.
Yet Detroit…
- Has the third-lowest stadium beer prices ($7.20) in the Midwest, which itself already has the nation’s cheapest beer
- Is smack-dab in the middle of the Midwest “Binge Belt”
- Has one of the more restrictive stadium tailgate policies in the US
So, despite all this, why might the Detroit Lions have the most sober fans? Three potential reasons:
- Fewer victories to "cheers" to: In 2025, the Lions experienced a disappointing - one might say sobering season - winning only about 53% of the time (finishing 9-8). Compare that to 2024, where the Lions were on a tear, winning over 70% of their games with a 12-5 record and a deep playoff run. While our broader data doesn't show a clear, league-wide relationship between win records and BAC, Detroit might be the exception. On average, other Midwest teams outperformed Detroit this year (average win ratio of 0.615), perhaps suggesting that in Motown, the losses were enough to dampen the party spirit rather than drive fans to "drown their sorrows."
- Less need for a "Liquor Blanket": Unlike their neighbors in Green Bay, Chicago, or Cleveland who are battling the elements in open-air stadiums, Lions fans watch their team at Ford Field. Because the stadium has a fixed roof, the "liquor blanket" phenomenon is non-existent. Fans aren't battling a freezing December wind-chill, meaning they don't feel that psychological "need" to load up on alcohol just to stay in their seats until the 4th quarter.
- Legal Alternatives: Michigan was one of the first Midwest states to fully embrace legal alternatives. We are seeing a trend where fans in legal states are increasingly swapping "beers for binaries." It’s possible that Detroit fans are simply swapping the bottle for other legal options that don't show up on a breathalyzer.
The Bottom Line on NFL Fans’ Drinking
While a team's performance (wins and losses) surprisingly has little impact on how much fans drink, geography and stadium culture remain king. Where you cheer matters just as much as who you're cheering for.
As we look toward the Super Bowl, expect the Seahawks fans (0.069% BAC) to be hitting the bar a bit harder than the Patriots fans (0.057% BAC). Stay safe out there!
Methodology
Data Collection & Privacy
This report analyzes over 26,000 anonymous BAC tests from U.S. users of Bluetooth-enabled BACtrack breathalyzers. Data was sourced from users who opted into storage and enabled location services and Bluetooth permissions within the BACtrack app. This dataset represents a subset of total users and includes only positive, valid BAC readings.
Team Attribution
To associate BAC results with specific NFL teams, we utilized Matt Sorenson’s NFL fan allegiance map. This Twitter-based geographical model allows us to link local BAC data to the most likely fan base in that region.
Game Day Parameters
Data was analyzed according to each team's specific 2025-2026 regular season schedule (September 2025 – January 2026). "Game day" data captures unique tests collected during a 24-hour window: from 6:00 AM on game day to 6:00 AM the following day.
Analysis
All data was processed and analyzed using industry-standard statistical methods in Python.
Media inquiries: media@bactrack.com
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