Gaedel came out of a papier-mache cake between games of a doubleheader at Sportsman's Park in St. Louis to celebrate the American League's 50th anniversary. The stunt was also billed as a Falstaff Brewery promotion. Falstaff, and the fans, had been promised a "festival of surprises" by Veeck. Before the second game got underway, the press agreed that the "midget-in-a-cake" appearance had not been up to Veeck's usual promotional standard. Falstaff personnel, who had been promised national publicity for their participation, were particularly dissatisfied. Keeping the surprise he had in store for the second game to himself, Veeck just meekly apologized.