History
The Admirals first took to the ice in the winter of 1970 as an amateur club known as the Milwaukee Wings. They lost their first game on January 25 when the Madison All-Stars beat them 17–7. They got their first win five days later when they defeated the Milwaukee Winter Club 10–8.
The next year the team was sold by the original owner Reed Fansher to a group of investors. One of the investors, Erwin J. Merar, owned an appliance store. The team was renamed the "Admirals" after a brand of household appliances sold in Merar's store.
Beginning with the 1973–74 season the Admirals joined the newly formed United States Hockey League. Their first season in a league was not particularly successful as they ended the season in last place in their division. They won only 11 games, lost 35 games, and tied 2 games that season.
The Admirals won the USHL league championship in 1976, winning seven straight games in the league's playoffs. In the off-season, the team was purchased by former Chicago Blackhawks announcer Lloyd Pettit and his wife, Jane Bradley-Pettit.
For the 1977–78 season the Admirals joined the International Hockey League as the USHL was becoming a strictly amateur league. The Admirals appeared in the IHL's Turner Cup finals only once (1983), where they lost to Toledo in six games.
They stayed a part of the IHL until it joined the American Hockey League for the 2001–02 season when the IHL ceased operations. Five other IHL franchises also joined the AHL that season.
They won their first Calder Cup in 2004 when they defeated the Wilkes-Barre/Scranton Penguins. Prior to the Finals, Milwaukee needed seven games to defeat the Cincinnati Mighty Ducks in the first round. Then the Admirals defeated the Chicago Wolves in six games to advance to the Conference Finals. The Admirals then eliminated the Rochester Americans four games to one. Milwaukee then swept the Wilkes-Barre/Scranton Penguins to win the Calder Cup. The Admirals completed a rare postseason run in which they needed one fewer game to eliminate their opponents in each subsequent series.
The Admirals were purchased in June 2005 by a group of investors, led by Harris J. Turer, including Milwaukee Brewers owner Mark Attanasio, assistant general manager Gord Ash and pitcher Ben Sheets. The Brewers subsequently became the sole uniform sponsor of the Admirals, and the Admirals wear a Brewers logo patch on their sweaters.
The Admirals won their second division title as a member of the American Hockey League in 2006, clinching the title on the last day of their schedule with a win over the Grand Rapids Griffins.
After narrowly winning a seven-game playoff series over the Iowa Stars, Milwaukee swept both the Houston Aeros and Grand Rapids Griffins to advance to their second Calder Cup final series. To their disappointment, the Admirals would lose 4–2 to the Hershey Bears.
On August 1, 2006, the Admirals unveiled their newest logo to the public at the Henry Maier Festival Park (also known as the Summerfest grounds). The logo came with a radical color change for the team, away from red and blue hues to one of black, white and light blue. They also unveiled their new slogan, "Never Say Die".
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—Harold Rosenberg (1906–1978)
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—Sidney Buchman (1902–1975)
“I am ashamed to see what a shallow village tale our so-called History is. How many times must we say Rome, and Paris, and Constantinople! What does Rome know of rat and lizard? What are Olympiads and Consulates to these neighboring systems of being? Nay, what food or experience or succor have they for the Esquimaux seal-hunter, or the Kanaka in his canoe, for the fisherman, the stevedore, the porter?”
—Ralph Waldo Emerson (1803–1882)