Help with conditional formatting...

This may sound like a basic question. But I am trying to set up some
conditional formatting based on varying text in Excel 2003. I am sorting
baseball players and their stats. First I want the cells in the entire row
to be one color if they are on a team listed in column B. Second I want it
to be a different color if the player is not on a team, but is a batter. And
third I want the row to be a different color if the player is a pitcher.
Players names are in column A and two other workbooks have the batters and
pitchers listed separately. I have named the list of each players names
"Batters" and "Pitchers" respectively.

Thus I am using three formulas as follows:

Formula 1 =$B2=Owners
Formula 2 =$A2=Batters
Formula 3 =$A2=Pitchers

For some reason, only row two worked. Anyone have any insight on this? I
cannot select a range on another workbook.