Word: wrigley
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Dates: during 1940-1949
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Millionaire Philip Knight Wrigley has had many radical ideas since he inherited his father's gum and baseball empire in 1932. He popularized Ladies' Day at big-league ball parks. He introduced sticks of gum to U.S. Army combat rations. For $185,000 he bought Dizzy Dean after his best pitching days were over. Last week P. K. Wrigley unwrapped his latest idea: a professional softball league for women...
...Slacks, No Cuties. Such hoydenish antics have long irked Phil Wrigley, a pioneer softball patron who can remember when the game was known as kittenball among Chicago's early devotees. Other things that Patron Wrigley objected to were the unladylike costumes affected by the players and the undignified names their sponsors tagged on them - such as Slapsie. Maxie's Curvaceous Cuties, the Num Num Pretzel Girls, Barney Ross's Adorables and the Dr. Pepper Girls of Miami Beach...
Last winter when P. K. Wrigley decided to organize a nonprofit professional softball league for the entertainment of war workers, he was adamant about three things: 1) his players would be girls; 2) they would be forbidden to wear slacks or skintight shorts; 3) they would have good old-fashioned baseball names...
sportswriters laughed at Wrigley's latest notion. Dignified P. K., they said, would have to hark back to his father's circus stunts to get a crowd to the Cubs' ball park...
...Wrigley got the moral support of two sound friends: Cub Attorney Paul V. Harper and Dodger Boss Branch Rickey...