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The Milwaukee Brewers are two wins away from taking down the Tampa Bay Rays for their first World Series title, and their fans have already made history of their own.
The Brewers have sold more merchandise this postseason than any team in MLB history, according to Bob Nightengale of USA Today. MLB officials shared the news with Brewers owner Mark Attanasio amid the team’s historic October run.
It is the latest sign of just how much this October has meant to Milwaukee. The Brewers are back in the Fall Classic for the first time since 1982, when they fell to the St. Louis Cardinals in seven games, and the city has fully embraced the moment.
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The record did not come out of nowhere. Fans started lining up for gear long before the World Series arrived. After the Brewers swept the Los Angeles Dodgers to win the National League pennant, an MLB spokesperson told the Milwaukee Journal Sentinel that sales exploded over the next two days. “More Brewers merch was sold in those 48 hours than any other pennant winner on record,” the spokesperson said.
According to the Journal Sentinel, Milwaukee topped the previous mark held by the 2022 Philadelphia Phillies by about 5%. The Brewers also beat the 2025 Chicago Cubs’ NLCS sales by 14% and the 2024 Dodgers by 60%. Brewers fans set an all-time record for sales of NLCS locker room-style shirts as well.
The players have given those fans plenty to celebrate. Milwaukee has won seven straight games, including a 3-2 victory over the Rays in Game 1 of the World Series. On Saturday, the Brewers erased an early four-run deficit and held on for a 5-4 win in Game 2, taking a 2-0 series lead.
Sal Frelick tied the game with a solo homer in the sixth, and Cooper Pratt delivered the go-ahead single in the seventh. Aaron Ashby then stranded the tying run at third in the ninth to seal it and extend his scoreless postseason run.
If the Brewers finish the job, the merchandise record could grow even more. Championship gear is always in high demand, and a city that has waited this long for a title would likely be first in line.
Game 3 is set for Monday at Tropicana Field.
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