The hype around the NFL Draft in Wisconsin last year did more than bring football fans together. It also spotlighted a unique partnership. LeRoy Butler and 3 Sheeps Brewing Company created a tailgate experience that still holds value heading into 2026.
Even now, the collaboration stands as a strong example of how football culture and local beer can connect with fans in a real way.
Wisconsinitis Beer Remains the Core of LeRoy Butler’s Fan-First Tailgate Model
Class of 2022 Pro Football Hall of Fame enshrinee LeRoy Butler answers a question during the Pro Football Hall of Fame Enshrinees' Roundtable held at the Canton Civic Center Sunday, August 7, 2022.
Back in April, 2025, 3 Sheeps hosted a full-day tailgate at its Sheboygan taproom ahead of draft week. The event mixed football, food, and music, but the real focus stayed on Butler and the beer he backed.
Wisconsinitis Cream Ale became the centerpiece. It was not pushed as just another product. It was positioned as a Wisconsin-first beer, built for tailgates and easy game-day moments. That local identity helped it click with fans instantly.
Butler’s presence added weight. During his scheduled meet-and-greet, he signed only Wisconsinitis merchandise. That detail kept the branding tight and intentional.
There was also a limited-release push. 3 Sheeps teamed up with Badger State Brewing to launch “Mr. Irrelevant,” a draft-themed beer released on April 24, 2025. It stayed exclusive to select locations, which added to the buzz.
Speaking on TMJ4 News on April 17, 2025, Butler pointed to the bigger picture. “To have the draft here economically is going to be amazing,” Butler said on TMJ4 News. “People are not going to stay in Green Bay, but they'll stay in and around the area.”
He also kept things light with fans. “I’m a bucket list for people… when you find me, you get a free beer,” Butler said in the same interview.
That mix of fun and local pride defined the entire setup
How to Hire LeRoy Butler For Events and Brand Activations in Wisconsin
Aug 5, 2023; Canton, OH, USA; Leroy Butler arrives on the red carpet during the 2023 Pro Football Hall of Fame Enshrinement at Tom Benson Hall of Fame Stadium. Mandatory Credit: Kirby Lee-USA TODAY Sports
Events like this also show how brands can book Green Bay Packers player appearances the right way. Butler’s involvement was not random. It was structured through partnerships and local alignment.
To hire Green Bay Packers player talent like Butler, brands usually work with a Packers player booking agent Wisconsin companies trust or a Wisconsin sports marketing agent. These agencies handle availability, pricing, and event fit.
The key is clarity. Decide the format first. It could be a Green Bay Packers speaking engagement, a fan meet-and-greet, or a Packers community outreach appearance. Butler’s 2025 event worked because it had a clear structure. Limited signing window, product tie-in, and fan interaction.
Location also plays a role. Demand is high for Milwaukee Packers player appearance events, Madison Wisconsin Packers speaker sessions, and Green Bay corporate athlete booking activations during major football moments. For brands asking about Green Bay Packers athlete appearance fees, it often depends on event size, timing, and exclusivity. Draft week, for example, brings higher demand and tighter schedules.
In Wisconsin’s competitive event space, that advantage often decides the difference. If you are looking for a Wisconsin corporate keynote speaker in the NFL, Mayfield Marketing is an ideal choice. They connect famous players with brands looking to organize events.
