BASEBALL MAVERICK/INNOVATOR VEECK
INTEGRATED MLB’S AMERICAN LEAGUE
BY SIGNING LARRY DOBY IN 1947
A visionary who spotted corporate threat
to American culture a half-century ago
By David Maril
The technology changes but one thing stays the same: too many people submit meekly to the forces of corporate marketing.
As we experience another season of politicians masquerading as graduation speakers, I think of what a nice change of pace it would be to have college and high school seniors hear an individual who speaks from the heart and offers an honest point of view to think about.
Someone, for example, like the late Bill Veeck (1914-1986).
I was fortunate to have heard this colorful, radical and imaginative former baseball owner of the St. Louis Browns, Cleveland Indians and Chicago White Sox speak about bucking the trend and remaining a vibrant individual.
Believe me, he made a strong impression many decades ago when I was in college. The Baseball Hall of Famer, who was always battling the establishment, was responsible for starting the integration of the American League by signing Larry Doby in 1947, when he owned the Indians.
Veeck also enraged the stodgy baseball executives of that day by giving the great pitcher Satchel Paige, 42 years old at the time, and black, a chance to play in the big leagues.
Usually struggling financially, Veeck’s teams survived because he was smart, clever and catered to the fans, always introducing a series of bargain giveaways that are still used promotionally by many teams today.
Some, like sending a midget, Eddie Gaedel, up to bat when he owned the Browns, were controversial. Disco Demolition Night, when he owned the White Sox, was a disaster. Most of his promotions, however, were successful and popular.
Veeck, also a successful book author and network radio commentator, spoke to a small group of us at Clark University.
“Stand up, be an individual and don’t let the corporate world take advantage of you,” he told us with a mischievous smile.