Sport: Fun in the Basement

Not long after sport-shirted Bill Veeck breezed into St. Louis and bought the hapless Browns, a pointed line was added to the score cards of their Sportsman's Park rivals: ''The Cardinals, a dignified St. Louis Institution." The note was good for a few tired jeers from fans who remembered the Cards' rowdy old Gas House Gang. But it was not the kind of hint to faze Showman Bill Veeck, who operates on the theory that baseball can be the greatest show on earth.

Veeck's first stunt to sell tickets for the Browns' games was. 'Drink...

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