In the 1970s and 1980s, Major League Baseball team promotions and giveaways reached new heights of creativity. One of the most unique promotional items from this era were the official Milwaukee Brewers police baseball cards that were handed out to fans at County Stadium during select home games from 1979 to 1983. These limited edition collectible cards served as both an appreciation of local law enforcement and a creative marketing tactic by the Brewers organization.
The concept originated in 1979 when Brewers Vice President Marvin Goldklang was brainstorming new ideas to attract fans to games at the aging County Stadium. Goldklang recognized that many children enjoyed collecting baseball cards but also looked up to police officers as heroic community protectors. He wanted to find a way to celebrate both. With the cooperation of the Milwaukee Police Department, Goldklang commissioned a set of 100 specially designed cards featuring photos and stats of local officers.
Each card contained the officer’s name, badge number, years of service, and position within the MPD. Instead of baseball stats, fun facts about the officer’s career accomplishments, hobbies, and family were listed. Things like “Made 127 arrests in 5 years patrolling the downtown area” or “Avid model train enthusiast in his spare time.” The front of each card featured a uniformed photo while the back contained this biographical information.
For the inaugural 1979 set, officers were selected from a range of departments including patrol, detectives, and specialized K-9 and mounted units. Popular cards included those of Chief Harold Breier, Lieutenant Joseph Gabrish who racked up the most DUI arrests that year, and the unique tandem cards of officers who worked as partners. Distribution was limited to two games that summer where the first 15,000 fans received a random pack of 5 cards upon entrance. Demand was enormous and the promotion was deemed a tremendous success.
Word of the unique promotion spread and sparked ideas of expanding the police baseball card tradition. In 1980, a second 100-card set was produced highlighting more Milwaukee officers. The cards again proved extremely popular, leading Goldklang to suggest making them an annual Brewers tradition. With the support of MPD, the Brewers handed out police baseball card packs over three more seasons through 1983. Each new year featured fresh cards of officers who had gained accolades or been promoted since the prior set.
While baseball cards were mass-produced, the police editions remained limited collectibles. Fans eagerly awaited each new year’s officers to add to their growing albums. The cards served as a novelty item but also a means to personalized the often impersonal relationships between officers and public. Young “collectors” got to match names to faces of the people protecting their neighborhoods. Even career criminals in the city obtained full sets to admire from behind bars!
Over the 5 years of production, a total of 500 unique baseball cards were distributed honoring Milwaukee police officers. For many fans, their police card collections became treasured mementos of Brewers games and memories with their fathers or grandfathers. Some of the original 1979 rookie cards even increased in value as officers retired or were later killed in the line of duty. A few select vintage specimens have sold at auction for over $100 to dedicated collectors and law enforcement memorabilia enthusiasts.
By the mid-1980s, the baseball card craze was beginning to wane and the promotion proved too elaborate for the Brewers to sustain long-term. The final 1983 set closed the book on what was truly a one-of-a-kind baseball tradition. Not only did the cards serve as lighthearted entertainment but also recognition of the important public service provided by Milwaukee’s Finest day in and day out. Nearly 40 years later, the police baseball cards of the Brewers remain a cherished collectible for those lucky enough to have snapped up a pack during County Stadium games long ago.