Evening star., 1932-02-15
BUILDER OF CARDS
| FIGHTS TO HEIGHTS
School Teacher, Lawyer and
Soldier, Branch Finally
Is Champion-Maker.
BY SHERMAN McNALLY,

ASSOCIATED freSS StaU writer.
lCT. LOUIS, February 15.-It
- isn't by accident that Branch
~ Hickey, base ball genius of
the Cardinals, has been able
to bring four pennants and two
world titles to st. Louis in six
seasons.
Born so years ago in a small
Ohio village, his boyhood on a
farm was the preface to a life
full of difficulties. Overcoming
them proved ideal training for
lifting the Cardinals from a debt
ridden, tail-end club to prosperous
world champions.
AS a young man Hickey taught for
two years at tough" country school
where no other teacher had lasted more
than one term; started with S68 and
worked his way through college; over
came a long and serious illness, and
finally-in 1913-turned from his
chosen profession Of law to a base ball
career primarily in order to safeguard
his health.
He was no stranger to the national
pastime Nearly 10 years before he had
broken into the big leagues as a catcher
playing with Cincinnati. the st. Louis
Browns and the New York Americans.
Part of the time he played end on a
pro foot ball team. and served as ath-
letic director at Allegheny College and
Ohio Wesleyan, his alma mater.
A year as secretary Of the Browns
and two as manager were followed by
his choice as president Of the Cardinals.
He had Just begun to get the team on
its feet when his diamond career was
interrupted by the World War. He
served overseas as a major in the
chemical warfare service. Christy
MatheWson and Gabby Street were in
the same service.
Returning in 1919. he managed the
Cards until the close of the 1924 sea-
son, meantime laying the groundwork
for the clubs later success.
Organized "Knothole Gang"
One Of his early ideas was the knot
hole gang'-a plan whereby he built
up interest in the Cardinals by giving
membership passes. good five days a
week. to youthful st. Louis fans Not
only did their enthusiasm spread to
their elders, increasing gate receipts,
but 'knothole'' members became cash
customers as they grew up.
Supplemented by frequent ladies
days" the passes to the gang" helped
build up following for the team long
before pennants materialized.
The pennants came after Rickey had
created his famous farm or chain
store system as a means of developing
promising young players instead of buy
ing them after they had made good.
Since the Cards in those days could
not bid for stars against wealthy own
ers like Jacob Rupert and the late
William Wrigley, some such plan was
imperative.
Piques Fans With New Faces.
How well the farm system worked Is
base ball history Scouts and minor
league clubs in the Cardinal organiZa-
ton have kept a continuous stream Of
new material moving in, with new faces
every little while to pique the interest
of the fans.
Hickey, fairly tell. well built and
possessed Of an intense, rather Ora
matte personality, is an unusual base ball
character in more ways than one.
Holder of four college degrees he is
lar public speaker.
| He has continually demanded that
his men conduct themselves with the
utmost sportsmanship both on and off
| he field.
| He never touches alcohol, and never
goes to the ball park on Sunday. When
he was directing the team on the field,
the club had Sunday manager"
| His favored recreations are hunting
and golf.
Hickey has wife and six children.