James McAdoo Keaton (June 11, 1899 – July 10, 1968) was an American football, basketball, and track coach.

He was the fourth head football coach at Howard Payne University in Brownwood, Texas, serving for eight seasons, from 1935 to 1942, and compiling a record of 53–19–8.

[1] Keaton also served as the head basketball coach at Howard Payne from 1935 to 1943, tallying a mark of 95–64.

He attended high school in Temple, Texas and played college football at Howard Payne.

Keaton died following a cerebral hemorrhage on July 10, 1968, at Baylor Hospital in Dallas, Texas.