In one of the most stunning and controversial managerial moves in modern baseball history, Craig Counsell -- the beloved, Wisconsin-born, all-time winningest manager of the Milwaukee Brewers -- opted to leave his hometown team for the rival Chicago Cubs in November 2023. The abrupt decision, made just days after his Brewers contract expired, shocked players and fans alike and sparked a furious debate over money, loyalty, and the lure of a "new challenge."
Counsell’s move was driven by two key factors: a record-setting contract and the desire for a change in professional environment. The Cubs successfully lured the highly coveted manager with an unprecedented five-year, $40 million deal, instantly making him the highest-paid manager in Major League Baseball history. While money was clearly a factor -- the offer far surpassed the $5.5 million per year the smaller-market Brewers reportedly offered -- Counsell himself insisted he "needed and wanted a new professional challenge" after nine seasons leading the perpetually budget-conscious Brewers.
For Brewers fans, the pain was amplified by the destination: the Chicago Cubs are the Brewers' chief NL Central rival, located approximately 90 miles down the road. The decision meant the once-revered hometown hero would become a persona non grata in Milwaukee, a stark contrast to his status as the face of the Brewers franchise for over a decade. The Cubs, in turn, signaled their "all-in" commitment to winning, abruptly dismissing their popular manager David Ross, who won the World Series with the team in 2016.
Here's why Counsell left the Brewers for the divisional rival Cubs before he faces Milwaukee for the first time in the playoffs.
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Why did Craig Counsell leave the Brewers?
Counsell's nine-year tenure established him as the winningest manager in Milwaukee Brewers franchise history, compiling a regular season record of 707 wins and 625 losses (.531 winning percentage). His greatest achievement was transforming the small-market Brewers into perennial contenders, leading the team to an unprecedented five playoff appearances in his last six seasons. He also secured three National League Central division titles in 2018, 2021 and 2023. Counsell finished as the runner-up for the NL Manager of the Year Award twice in 2018 and 2021, a testament to his consistent success in exceeding expectations despite working with low player-payroll budgets.
Counsell’s choice to leave when his contract expired was primarily motivated by the opportunity to reset the financial market for MLB managers and seek a new environment with greater resources. He signed a five-year contract worth over $40 million with the Cubs, making him the highest-paid manager in baseball history. When addressing his departure, Counsell stated that the process made it clear he "needed and wanted a new professional challenge," suggesting he had grown tired of having to contend with the financial constraints and roster limitations of the Milwaukee organization.
The move also provided a strong family situation. Counsell and his wife still live in the Milwaukee area, and managing in Chicago allows him to drive north up I-94 to Milwaukee on off-days to remain close to his family, including his two daughters who were still in high school and his sons who play college baseball in the Midwest. The record contract, combined with the professional opportunity to manage a major-market team on the upswing, made the Cubs job an irresistible offer, despite the personal cost of leaving his franchise.
The decision was received with shock and anger in Wisconsin because he left for the Chicago Cubs, the team's chief divisional rival. Fans felt betrayed that the Wisconsin native -- who grew up a Brewers fan and was deeply rooted in the community -- did not give his former team a chance to match the rival offer. While the move was justified by the professional ambition and the record contract, his choice of the Cubs was viewed as an unforgivable slight, turning the once-revered figure into a villain within the rivalry.
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Why are Brewers fans so mad at Craig Counsell?
Brewers fans are mad at Counsell mainly because he left his hometown team for a division rival.
Counsell, who was borth in South Bend, Ind., grew up in Whitefish Bay, Wis. he grew up a Brewers fan and his father worked in the team's front office, was the ultimate embodiment of the franchise. He was the team's most successful manager, holding the franchise record for wins at 707 and leading them to five playoff appearances and three NL Central division titles between 2018 and 2023. This deep, shared history led fans to assume he was "one of their own" and that his loyalty was unshakeable.
When his contract expired, most fans were prepared for him to leave for a big-market team like the New York Mets for a massive raise, but they expected him to at least give the Brewers the courtesy of a chance to match the offer. Counsell did not.
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Craig Counsell contract details
When Counsell signed with the Chicago Cubs in November 2023, he secured a five-year contract worth over $40 million, instantly making him the highest-paid manager in Major League Baseball history by a wide margin. This deal was historic because it reset the financial market for the entire managerial class. Previously, the top managerial salary was held by Terry Francona at approximately $4.5 million per year; Counsell’s average annual value of over $8 million nearly doubled the previous record and signaled a major shift in how organizations value elite dugout leadership. The financial difference was so stark that the Brewers' counter-offer -- reported to be around $5.5 million AAV -- was swiftly rejected, proving the Cubs were committed to flexing their financial muscle for the game's top manager.
Counsell's motivation for leaving his beloved hometown team went beyond pure salary, centering on the pursuit of a "new professional challenge" and a desirable lifestyle fit. In his public comments, Counsell stated he wanted to "push himself out of that comfort zone" after nine seasons managing the budget-conscious Brewers. The Cubs offered a managerial role with a large-market team, providing vastly greater resources and higher payrolls to acquire star talent -- a contrast to Milwaukee's reputation for operating with limited means.
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Craig Counsell playing career
Counsell played in the MLB for 16 seasons.
Counsell was an infielder and a perennial postseason factor, earning two World Series rings as a player. His first championship came in 1997 with the Florida Marlins, where he played a pivotal role by batting in the tying run and scoring the walk-off winning run in a dramatic Game 7 against the Cleveland Indians. He won his second ring in 2001 with the Arizona Diamondbacks. That year, Counsell was a star throughout the league championship, earning NLCS Most Valuable Player honors after going 8-for-21 against the Atlanta Braves in the series.
Counsell spent his career primarily rotating between second base, shortstop, and third base, earning praise for his reliable defense and high baseball IQ. However, he is perhaps most famous for his trademark batting stance, which was widely regarded as one of the strangest in the game. Before the pitch, Counsell would stand tall, extend his arms high above his head, and hold the bat so far aloft that it drew comparisons to the infamous "Chicken Man" salute -- a playful nickname he reportedly received from a Marlins coach. This unconventional approach allowed him to accumulate over 1,200 career hits and 103 stolen bases across his tenure with teams including the Colorado Rockies, Los Angeles Dodgers and two separate stints with his hometown team, the Milwaukee Brewers.
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