News came down yesterday that Betty Caywood, who briefly worked as a broadcaster for Charlie Finley’s Kansas City Athletics, passed away earlier this month at age 89. I wrote the following about her for The National Pastime Museum, a site that no longer exists, back in 2017.
When Charles O. Finley bought the Kansas City Athletics in 1960, he was ambitious, energetic and focused, but he was not a miracle worker. Not yet, anyway. The last-place club he acquired actually managed to fall in the standings, dropping from eighth out of eight teams to ninth out of 10, thanks to the introduction of two teams—the Angels and the Twins—to the American League in 1961. Even that indignity, however, would be superseded in 1964, when the Athletics tumbled to 105 losses and a last-place finish, a whopping 42 games behind the league champion Yankees.
It was impossible to note at the time, but that 1964 team showed the first vestiges of the championships that would be won in the decade to follow. The roster included rookies Campy Campaneris, Dick Green and Dave Duncan, as well as a 19-year-old with a wondrous sinkerball named Blue Moon Odom. Those players represented the first guard of the Swingin’ A’s to come, but were at that point too raw to be much good. Kansas City struggled with low attendance, barely scraping 500,000, and Finley grew desperate for solutions. Without the short-term ability to fix the product on the field, he exerted his influence in other ways.
Monte Moore had been the A’s lead broadcaster since 1962, and was so good that Finley kept him through the team’s move to Oakland in 1968, right on through to 1980. Quality, however, wasn’t the issue. Mostly, Finley wanted attention. His quick fix was Betty Caywood.
Caywood, in her early 30s, was a TV weather girl in Finley’s hometown of Chicago, with a master’s degree in speech pathology from Northwestern University. She knew next to nothing about baseball, but was capable in front of a camera, which was practical for Finley’s purposes, as was the fact that she was pretty, for he greatly enjoyed the company of pretty women. Finley lured her, she said later in an interview with KCUR radio, with “an amount of money that I couldn’t believe.”
Caywood was introduced to the team’s broadcast crew about three weeks before the end of the season, when the Athletics traveled to Boston for a three-game series. Shortly after the team checked into its hotel, Finley called Moore with instructions to meet his new colleague in the lobby.
“Who is he?” asked Moore.
“He is a weather lady from Chicago,” Finley informed him, adding that he wanted Caywood on the air that night, alongside Moore and his partner, George Bryson.
Finley tried to spin her ignorance about the sport as a positive. The A’s weren’t drawing much of an audience anyway, he figured, so why not try to interest a demographic that was otherwise indifferent to his product? “The idea,” he said in announcing the appointment, as reported in a contemporaneous account in The New York Times, “is that by putting a woman on the staff we’ll appeal to the dolls.” So ignorant was Caywood about the machinations of baseball broadcasts that when Finley informed her she’d be doing color work, she had no idea what he meant.
Caywood might not have been the ideal standard-bearer for women in sports media, but she nonetheless faced many of the same hurdles that the coming generation of more qualified females would soon encounter. On her first day on the job she was refused admittance to the Fenway Park press box, necessitating Moore call Finley, who in turn called Red Sox owner Tom Yawkey to straighten things out. Even after Yawkey made sure Caywood could get in, she was still barred from the press lounge, which forced Moore to deliver her dinner to the radio booth. Of course, such attitudes didn’t stop at least one member of the press from hounding Moore about setting him up on a date with her.
So deep was Caywood’s baseball ignorance that on the team’s next stop, in New York, Red Barber asked her into his radio booth to introduce himself. The Yankees were hitting, and it became apparent that Kansas City’s new broadcaster was at a loss when it came to their identities. “He asked me who was batting,” Caywood recalled on KCUR. “I said, ‘I don’t know. It’s a Yankee, and I’m not familiar with their lineup.’ He said, ‘It’s number 7.’ I said, ‘I’m sorry, I still don’t know.’”
No. 7, of course, was Mickey Mantle, 14 years and three MVP Awards into his career.
Things got no better on the Athletics’ next road trip, when a game in Minnesota went into extra innings. Kansas City scored in the top of the 15th to take a 7–6 lead, at which point Caywood, on the air, clapped her hands and exulted about being able to go home.
“What could I say to that?” asked Moore, looking back. “I said something like, ‘Well, Betty, you know that we’re playing in Minnesota, and because they provide all the baseballs, they get to bat one more time.’ She didn’t know that.”
By that point Bryson was no longer with the team, having been hospitalized in Missouri, about a week after Caywood’s debut, for a longstanding heart condition. He died some three weeks later, the result, members of the local media darkly joked, of having to tolerate Caywood’s entry into his booth.
Hiring the sport’s first female broadcaster worked out well for Finley in at least one regard: The attention he predicted Caywood would bring to the team panned out as expected. She appeared as a mystery guest on CBS TV’s What’s My Line, and the New York Times ran a front-page picture of her and Moore in its international edition.
Still, opinion against Caywood was so virulent—her nearly complete lack of knowledge being even more egregious than her gender, even to the hard-liners—that, combined with Bryson’s untimely death, Finley opted against bringing her back in 1965. He never found out whether his plan to attract female Midwesterners would have worked.
“I’m sure that everybody got a big laugh out of me, and I didn’t mind being laughed at,” said Caywood, looking back. “I figured I was laughing all the way to the bank.”