Green Bay Phoenix: A Journey Through NCAA Division I Basketball Excellence and Resilience
The University of Wisconsin–Green Bay, affectionately known as UWGB, has cultivated a distinctive identity in the realm of collegiate sports through its men's basketball program, the Green Bay Phoenix. Competing in NCAA Division I as a proud member of the Horizon League,
Green Bay Basketball has carved out a history marked by significant triumphs, challenging periods, and an enduring spirit symbolized by its mythical namesake. From its humble beginnings in 1969 to its current efforts to rebuild, the Phoenix narrative is one of ambition, adaptation, and an unwavering commitment to the court.
The team's distinctive moniker, the "Phoenix," was adopted in May 1970 following a student vote, replacing the interim "Bay Badgers." This symbol of renewal and rebirth perfectly encapsulates the program's journey, which has seen it consistently adapt and rise. Coupled with the official colors of green (Pantone 342 C) and white, reflecting the university's branding, the Phoenix identity is deeply woven into the fabric of UWGB athletics, with Phlash the Phoenix serving as the beloved official mascot.
From Humble Beginnings to Division I Aspirations
The trajectory of
UW-Green Bay basketball is a testament to strategic growth and an upward climb through collegiate ranks. The program first tipped off in the 1969–70 season at the NAIA level, quickly establishing a foundation. Recognizing the potential for greater competition and exposure, the team transitioned to NCAA Division II in 1973. This period allowed the program to mature and build its competitive infrastructure before making its most significant leap.
The year 1981 marked a pivotal moment for Green Bay Phoenix basketball as it officially ascended to NCAA Division I status. This move placed the program among the nation's elite, promising higher stakes and fiercer competition. Initially navigating the Division I landscape independently and then as part of the Mid-Continent Conference, the Phoenix found its long-term home in 1994, joining the Midwestern Collegiate Conference. This conference would later be rebranded as the Horizon League in 2001, providing a consistent and competitive platform for
Green Bay Basketball to showcase its talent.
Playing most of its home games at the Kress Events Center, a modern facility set to become the primary venue from the 2025–26 season, the Phoenix benefits from a dedicated home court that fosters community engagement and a vibrant game-day atmosphere. This evolution from smaller venues to a state-of-the-art facility mirrors the program's overall growth and increasing ambitions.
A Legacy of NCAA Tournament Appearances
Despite operating as a mid-major program with funding levels often among the lowest in the Horizon League and nationally, the Green Bay Phoenix has defied expectations to achieve remarkable success on the national stage. The team has proudly earned five coveted appearances in the NCAA Division I tournament, a significant accomplishment for any program, let alone one with its resource constraints. These memorable runs occurred in 1991, 1994, 1995, 1996, and most recently in 2016.
The mid-1990s represented a golden era for
Green Bay Phoenix basketball. Under the guidance of head coach Mike Heideman, the 1995–96 season stands out as the program's most successful to date. That year, the team compiled an outstanding 25–4 overall record, earning an impressive eighth-seed berth in the NCAA tournament – a testament to their regular-season dominance. While their tournament journey ended in a first-round loss, the achievement firmly cemented their place in school history. Coaches like Bennett, who notably led the team to three NCAA berths in the 1990s, played crucial roles in cultivating a winning culture and showcasing the potential of UWGB on a national platform.
As of the end of the 2024–25 season, Green Bay holds an all-time Division I record of 672–672, a .500 winning percentage across 44 seasons. This balanced record reflects periods of exceptional performance combined with rebuilding phases, highlighting the program's consistent presence and ability to compete at the Division I level for decades. Achieving a .500 record over such a long span, especially for a mid-major, speaks volumes about the program's resilience and the dedication of its players and staff throughout the years.
Navigating the Modern Landscape: Challenges and Rebuilding
The journey of any athletic program is rarely a straight line of continuous success, and
Green Bay Basketball is no exception. In recent years, the Phoenix has faced significant challenges, including the inherent difficulties that come with being a mid-major program navigating the transfer portal era and intense competition for talent. As of December 2024, the team experienced a particularly tough start to the season, logging a 2-11 record and enduring a seven-game losing streak. A home loss to Division II Michigan Tech Huskies underscored the depth of the challenges, with the team struggling both at home and on the road, including an 0-3 start in conference play.
These struggles often coincide with periods of transition. The program recently underwent a coaching change, with Doug Gottlieb named the 10th head coach in program history on May 14, 2024, succeeding Sundance Wicks. Such changes inevitably lead to roster turnover as players graduate, transfer, or are newly recruited. Out of 17 players on the roster as of late 2024, only five were returning from the previous season, indicating a substantial rebuilding effort underway. Gottlieb's first season (2024–25) concluded with a 4–28 record, a clear indicator of the scale of the task ahead.
The administration, led by Josh Moon, the Mark Murphy Endowed Director of Athletics appointed in July 2021 and whose contract was extended through 2029, is keenly focused on supporting this rebuilding phase. Overcoming the financial constraints of operating at funding levels among the lowest in the conference and nationally for Division I is a persistent hurdle. For a comprehensive look into the specific strategies and aspirations under Gottlieb, explore our article:
Green Bay Phoenix Rebuild: Gottlieb's Vision for 2025-26. To understand the current struggles in more detail and the glimmers of optimism, read:
Phoenix Rising? Green Bay Basketball's Current Struggles & Hope.
The Future of Green Bay Phoenix Basketball: A Glimmer of Hope?
Despite the recent setbacks, the spirit of the Phoenix endures. The 2025–26 season marks Doug Gottlieb's second year at the helm, a critical period for integrating veterans with newcomers and solidifying his vision for
UW-Green Bay basketball. Second seasons often provide a clearer picture of a coach's impact, as they have had more time to recruit players suited to their system and instill their philosophy. The full utilization of the Kress Events Center for most home games starting that season will also be a significant boost, providing a consistent home-court advantage and fostering greater fan engagement.
Building a successful mid-major program requires shrewd recruiting, player development, and a strong coaching staff. Gottlieb and his team face the challenge of attracting talent despite budget limitations, often relying on diamonds in the rough, overlooked transfers, and players who value a tight-knit team culture and significant playing time. Practical tips for future success include maximizing community outreach, cultivating strong relationships with high school coaches in Wisconsin and surrounding states, and highlighting the unique academic and athletic experience at UWGB. The athletic department's stability under Athletic Director Josh Moon, whose extended contract through 2029 signals long-term commitment, is crucial for providing the consistency needed for a successful rebuild. The future of
Green Bay Basketball hinges on resilience, strategic development, and the unwavering support of its community, eager to see their Phoenix rise once more.
Conclusion
The Green Bay Phoenix men's basketball program embodies the spirit of its namesake, consistently demonstrating resilience and the potential for renewal. From its early days in the NAIA to its established presence in NCAA Division I, UWGB has crafted a rich history, marked by memorable NCAA tournament appearances and dedicated coaches. While current challenges test the program's mettle, the arrival of Coach Doug Gottlieb and the ongoing commitment from the university leadership signal a determined effort to rebuild and restore
Green Bay Basketball to its former glory. The path forward may be demanding, but the Phoenix, by its very nature, is destined to rise, forever a symbol of enduring hope and competitive spirit in the collegiate sports landscape.
