Introduction to The Cowboy and the Cross, the Bill Watts Story,
by Emile “Peppi” Bruneau,
State Representative and former Speaker of the House in Louisiana.
In the mid-1960s, a young warrior named William F. “Cowboy Bill” Watts came
charging out of the University of Oklahoma. A renowned college athlete, he played
professional football for a short time. Along the way, he developed a fondness for
professional wrestling, and he had a lot more to offer in this venue, which at that time
provided him with more earning potential than pro football did.
Bill embarked upon a great career in 1962. New Orleans had always been a good venue
for wrestling, and the young warrior charged into Louisiana in 1970. My father, the late
Emile Bruneau, was the chairman of the Louisiana State Athletic Commission. He had
served as president of the World Boxing Council and as president of the National
Wrestling Association.
He immediately noticed Bill, whom he described as a cordial and bright young man with
good business sense. My dad shared his wisdom of the wrestling business with Bill. He
introduced me to him, and we became fast friends.
Wrestling in the late 1960s was somewhat dull. “Cowboy” Bill Watts revolutionized the
world of professional wrestling. He had a rare combination of physical ability, athletic
prowess and showmanship that made wrestling exhibitions exciting once again. His
favorite move was the Oklahoma Stampede. He would pick his opponent up, hold him
across his shoulder in one corner, then charge across the ring full speed and dive, landing
on top of his opponent with all his force, plus his 297 pounds of muscle mass. He’d
usually trample his opponent, to the utter delight of the fans.
It wasn’t long before Bill entered the management aspect of professional wrestling too.
He was a super promoter, pioneering the use of progressive television concepts to create
fan enthusiasm. His booking business, Mid-South Sports, expanded in this area to cover
Louisiana, Oklahoma, Mississippi, and parts of Arkansas and Texas.
Bill had a true genius in developing talent, marketing such favorites as Andre the Giant,
The Junkyard Dog, Ernie “The Big Cat” Ladd, Ted DiBiase, Jim “Hacksaw” Duggan,
Steve “Dr. Death” Williams and many other wrestling stars. He pioneered the concept of
the supershow, holding major events in the Louisiana Superdome.
I have many fond memories of these times with Bill. I remember Andre the Giant holding
one of my sons in one hand. Bill would often visit my dad at his home to discuss
wrestling matters. To this day, I still chuckle at my late mother serving Bill a demitasse
of tea while he and my father were discussing business. Picture that, and you can’t help
but smile.
He gave my sons a sense of business by having them tape the TV shows and sending
them to a national wrestling magazine for review. After my dad passed away, I began to
represent Bill as his attorney.
Wrestling in America had always been a regional business, but trends seemed to counter
this. Mid-South continued to grow and was poised to go national. Unfortunately, interests
from New York decided that they were going to control wrestling nationally, and they
persuaded the governor at the time (now in federal prison) to direct the Boxing and
Wrestling Commission to allow them to commence promotions in Louisiana. They
also proceeded with a wholesale raid of talent. Soon buffoonery became the mainstay of
professional wrestling. The business had changed — and not for the better. Bill sold his
interests and retired from the wrestling business. He applied his talents in other areas and
remains a highly successful businessman.
Although we don’t see each other very often anymore, we are still in communication and
remain close friends. Bill was and continues to be a person of the highest integrity who
applies the Christian ethic to every aspect of his life. Today the warrior, no longer young,
has some gray around his temples. Yet he remains the embodiment of the saying “The
code of the warrior does not know the word surrender.” He never has; he never will.
Emile “Peppi”Bruneau
January 16, 2005