Veeck, Bill (1914–1986)

American businessman

Bill Veeck was one of the greatest innovators of baseball management while serving as owner and/or manager of four different major league baseball teams. The son of a sportswriter turned president of the Chicago Cubs, Veeck began working in baseball at age 11 as a ticket seller, vendor, and groundskeeper. He was famous for introducing gimmicks and [Page 1600]marketing stunts including the exploding scoreboard, giving away live animals, scheduling morning games for late-shift workers, having marriage ceremonies on home plate, and his famous Grandstand Managers Day where he asked fans holding placards with a “yes” or “no” to vote on whether to hit, bunt, steal, or other managerial choices. He once presented his manager with a huge birthday cake, out of which popped a much-needed left-handed pitcher. In 1952, Veeck arranged for midget Eddie Gaedel to bat for the St. Louis Browns. Veeck also introduced innovations that became part of baseball management; shortly after taking over the Chicago White Sox he created a media event by setting up an office in a hotel lobby and purchasing contracts from players from other clubs, introducing free agency into major league baseball.

While still part owner of the Brewers, Veeck served three years in World War II in the U.S. Marines. An accident cost him his right foot and, despite 36 operations over the rest of his life, he lost his leg as well. Veeck never let the loss limit his work, and in one of his most creative stunts, in 1976 Veeck staged a bicentennial-inspired Spirit of '76 parade on Opening Day—with himself as the peg-legged fifer.

Veeck is also credited for being a major management force toward integrating major league sports. Before entering the military, Veeck secured backing to buy the Philadelphia Phillies and had a plan to stock the club with stars from the Negro leagues, a plan rejected by the baseball commissioner. However, after the war, in 1947, Veeck integrated the American League by hiring Larry Doby, weeks after Jackie Robinson joined the Brooklyn Dodgers of the National League.