'It's the best day this city has ever had': Uecker magic was in the air throughout the Brewers' World Series parade

• Jesse RogersOct 31, 2026, 09:45 AM ET

  Close

  Jesse joined ESPN Chicago in September 2009 and covers MLB for ESPN.com.

MILWAUKEE -- As the first World Series parade in Brewers history made its way through downtown Milwaukee on Friday, the packed buses made a stop at the corner of Jackson and Mason Streets. It was time to pay homage to the most famous Brewer of them all. The players and team employees who had delivered the franchise its first title jumped down from their double-decker shuttles to show Bob Uecker the trophy they had just won.

The legendary voice of the team was part and parcel of the World Series celebration -- just not in the way the organization envisioned or hoped: It wanted him around for it. Instead, the 80-by-100-foot mural of the Hall of Fame broadcaster on the side of the Wintrust Financial Center building, at the corner of Jackson and Mason, would have to do.

The Brewers' World Series triumph came 19 months after Uecker's death, but his presence was felt throughout the team and the city during the postseason.

"He would have been just as popular as the trophy," team captain Christian Yelich told ESPN before Friday's parade and rally. "He talked openly about wanting to see one before he was gone. We wanted to make it happen.

"This was for him."

Uecker was there in spirit, but Brewers greats including Robin Yount, Paul Molitor, Ted Simmons and Ryan Braun were there to witness it in person. This wasn't just about the 26 players on Milwaukee's World Series roster. This celebration was for all of them. That includes the estimated 500,000-750,000 fans who showed up as well.

The route began on the streets of downtown Milwaukee and wound its way through seas of jubilant Wisconsinites to the American Family Insurance Amphitheatre, filling the venue where Summerfest is held every July.

One by one, current and past Brewers took to the microphone in a celebration that melded the joy of this World Series with the proud history of the franchise.

"All of us finally feel like champions," Simmons declared more than three decades after playing his final game for the franchise.

Uecker's family was there, as was former owner Bud Selig, the man responsible for bringing Major League Baseball back to Milwaukee in 1970, five years after the city lost the Braves to Atlanta.

But fittingly, the loudest cheers came after a fan favorite on the current team brought up another thing that made Milwaukee famous: beer.

"I'm going to have a beer for every single person here!" right fielder Sal Frelick screamed into the microphone.

From the looks of it, Frelick and his teammates came close to backing that claim up as they enjoyed themselves throughout the day. The parade began with the double-decker buses pouring out into the downtown streets, where players ripped off their shirts while fans took selfies with them, smiles on everyone's faces.

When the procession slowed at that mural, it seemed as though Uecker was looking down at everyone in delight as well, at least according to the manager of the team.

"He would make this thing even better," Pat Murphy said. "We're talking about bringing the trophy to his grave."

It was a fitting sentiment for a franchise that waited 57 years to win its first championship. Friday was as much about those on hand to celebrate the moment as it was about the generations of Brewers fans whose enduring bond with the team made the achievement so meaningful to people across the city and state.

"My dad loved the Brewers and loved Bob Uecker," one fan from nearby Brookfield said. "I hope they're both watching this. It's the best day this city has ever had."

That theme echoed throughout the rally as several Brewers players could only utter simply how awesome the day was. Perhaps it was the drinks in their hands that held back their eloquence or maybe it was just the magnitude of what they accomplished. The best team in baseball during the regular season followed it up with a dominant postseason that meant so much to this fan base.

"There are no words for it," first baseman Jake Bauers said. "Today is better than any other day we've lived in our lives."

All-world reliever Aaron Ashby agreed, calling it "the most special day" of their lives.

Those words brought roars from the crowd, which kept coming as the heroes of this October made their way to the microphone. Yelich and Brandon Woodruff got the crowd excited. Then World Series MVP William Contreras took center stage. Outfielder Jackson Chourio joined him moments later. Then came members of the 1982 Brewers, who were greeted with a parade of their own despite losing the World Series in seven games and had to live with that defeat -- until this week.

Finally, the hype man for this year's playoff run, Ryan Braun, grabbed the mic and cajoled the crowd to scream with him, "UECKKKKKKKKK."

And the crowd obliged.

The party was winding down when play-by-play man and emcee for the day, Brian Anderson, said there was one more surprise. Urged on by players, hitting coach and former player Daniel Vogelbach took the microphone. They didn't want him to talk -- they wanted him to sing. So "Stacy's Mom" by Fountains of Wayne was the closing act, courtesy of Vogelbach.

The crowd loved it.

This day was for everyone who ever donned a Brewers uniform, bought a ticket or grew up with Bob Uecker's voice echoing through their homes and backyards as the soundtrack of their summers. Even the owner of the team couldn't help but feel Uecker's presence as his franchise made history.

Mark Attanasio said he knew the Brewers would win the World Series before Game 1 of the NLCS when the car he was in took a turn in downtown Milwaukee and the Uecker mural "was right there in front of me."

"I knew it then," he said. "I don't know how, but I did."

A few weeks later, he was right. And then when asked about the meaning of this day at the rally, he answered for every Brewers fan.

"Reality far exceeds your dreams," Attanasio said.