MILWAUKEE (CBS 58) -- As the Brewers chase a trip to the World Series, fans are making memories they'll talk about for years. And for some, this playoff run is bringing back memories of watching the Brewers with family and friends years ago. 

There's actually a reason those moments stick with us. 

Psychologists say big sporting events can create powerful memories, especially when we share them with people we love. 

"Well, sports have -- they really trigger high emotional intensity," said Shilagh Mirgain, UW Health psychologist. "There's a lot of unpredictability in some of those last-minute plays that allow them to win or score, and they really encode in the brain in a way that's vivid, that you recall even 20 years from now - as a kid you might remember as an adult some of those moments that really stand out when your team won. So, they etch themselves more strongly into long-term memory."

And for a whole new generation of Brewers fans, those lifelong memories are being made right now, with every big hit, every big win and the dream of a World Series getting closer.