Puppy Bowl 2023: Humane Society Fundraiser

For a fifth consecutive year, Bierock is hosting a Puppy Bowl Watch Party benefiting the Dane County Humane Society on Sunday February 12th, 2023.

Starting at Noon with the “Tail-gate” pregame show through the remainder of the evening, Bierock will donate 10% of its sales to the DCHS.

The 18th annual Puppy Bowl on Animal Planet will be shown on Bierock’s big projection screen TV.

The pre-game show lasts from Noon to 1:00 p.m. with the Puppy Bowl proper taking place from 1:00 to 4:00 p.m.


Yes, Bierock will still be showing the Super Bowl on the same date. The programs won’t overlap.

Just don’t expect us to show any of the football pregame fluff. Instead, we’ll be showing fluff of another sort.

That’s where Bierock sets itself apart. You could go to any sports bar in America to watch the Super Bowl. Where else could you go to watch the Puppy Bowl but at Bierock?

When kickoff is about to approach around 5:30 p.m., we’ll turn the television to the Super Bowl and watch the NFL crown a new champion.

So come for the Puppy Bowl, stay to watch the Super Bowl, or just do one or the other. It doesn’t matter whether you’re into dogs, sports or both.


Bierock will have food and drink specials for customers on the day of the event.

It will be highlighted by “The Pippen,” a blueberry pie bierock.

A friend of Bierock recently lost their dog named Pippen. Pippen loved blueberries. This blueberry pie bierock is being served in Pippen’s memory.

In addition to 10% of our sales on Jan. 12, Bierock will donate $1 to the local Humane Society for every Pippen bierock we sell for the remainder of the week, a donation being matched and doubled by an anonymous donor.

We’ll have “The Pippen” on the menu through the week of Valentine’s Day for a sweet treat.

For something a little more savory, we’re debuting the Tailgate Bratwurst. With brats sourced from neighboring Beef Butter BBQ, they’ll be served on a pretzel bun, beer cheese sauce and an elevated sauerkraut and onion mixture.

Appropriately as a craft beer bar, Bierock will also be featuring Chocolate Lab Porter by Wisconsin Brewing Company on tap.

As for liquor, we’ll feature Tito’s, which has the tagline “Vodka for Dog People.” The cocktail list for the day will fittingly include the Greyhound and Salty Dog.


So come on out to one of Bierock’s popular fundraisers. Other benefits have included Children’s Miracle Network Hospitals, NORML, Goodman Center, Community Action Coalition, Santas Without Chimneys and Dane Buy Local among others.

This Madison Humane Society fundraiser is a big one. In 2019, three television stations came out to cover the event: NBC 15, Fox 47 and WKOW.

Unfortunately customers cannot bring their four-legged friends to the event due to health code regulations.

Bierock is located at 2911 N. Sherman Ave., part of the Northside TownCenter and across the street from Warner Park.

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