When Gallup, the company famed for its polls, wanted to find out who the most recognizable Americans were back in 1995, the results turned out to be a bit surprising. Sure, there was President and First Lady Clinton at the top of the list, and there was Donald Trump. Yet, not too far down the list was a man that few Americans knew just 25 years ago. George Michael Steinbrenner III had well over 10 percent of the vote ΓÇö quite a feat for an owner of a baseball team; even if that team is the Yankees.
Then again, from the minute New York fans met this brash, yet ever-successful man in 1973, one of the greatest love-hate relationships in all of professional sports was born. Now, the man respectfully deemed ΓÇ£The Boss,ΓÇ¥ is celebrating his 25th year as owner of the Yankees, the longest reign of any Yankees owner in history ΓÇö surpassing Colonel Jacob RuppertΓÇÖs 24 years beginning in 1915.
In that quarter century, the Cleveland shipbuilder turned
popular culture icon has transformed a struggling giant back into the greatest franchise in sports. Three World Championships and more wins than any other team in his 25 years are the most impressive parts of the resume. With his in-your-face style, he has become the man to blame when anything goes awry in Yankeeland. Yet, in todayΓÇÖs changing landscape of sports ΓÇö where even the mightiest dynasties havenΓÇÖt been able to keep up with the economics of the game ΓÇö he is the biggest reason the YankeesΓÇÖ winning tradition has survived and thrived well ahead into the ΓÇÖ90s.
Steinbrenner was just 42 when he put together an ownership group to buy the Yankees from CBS in 1973 for just $10 million, and when he blew into the Big Apple, he promised, ΓÇ£IΓÇÖm going to stick to building ships.ΓÇ¥ Yet, given the reigns of the most storied team in all of sports, could you blame him for getting involved?
Through his zest for winning and his up-front reproach for anything less than the maximum effort, Steinbrenner became the reportersΓÇÖ best friend, the best quote in town, and as a result, the easiest target for fans.
He is a very loyal person, one who is hard-charging, full of energy and constantly going in different directions.
Those directions include owning hotel and resort properties in the Sunshine State, serving as chairman of the United States Olympic Foundation and the Florida State Fair Authority, and breeding race horses at his Kinsman Horse Farm in Ocala, Florida. Yet, as dedicated as he is to every project he ever gets involved with, his first and foremost love is his Yankees.
He is a man tailor-made for New York; hard-nosed and iron-fisted yet passionate and unrelenting in the pursuit of bringing a winner to the Stadium year after year at any cost. His pursuit of the likes of Catfish Hunter, Reggie Jackson, David Cone and most recently, Chuck Knoblauch may make fellow owners furious (and jealous), but the fans always know that if there is a player needed to put the Yanks over the top, this owner will always get his man.
Beyond all, he is the most ardent defender of the tradition his franchise has built. Like any other owner and businessman, he is concerned with cutting losses and building profit ΓÇö the fact that his efforts have resulted in a 50-fold increase in the teamΓÇÖs worth is testimony to that. Yet, history and loyalty have never been sacrificed for dollars.
He would never dream of changing the uniform, getting rid of Bob Sheppard or Eddie Layton, or altering the logos. He views the Yankees legends as sacred ΓÇö he had brought Roger Maris back from exile and kept Mel Allen, the voice of the earlier Yankees dynasty, a part of the Yankees family until his death. From DiMaggio, Mantle and Rizzuto to Reggie and Donnie, he treasures his relationships with the cornerstones of the franchise. Yet, he has seamlessly melded new traditions, like playing SinatraΓÇÖs ΓÇ£New York, New YorkΓÇ¥ after a Stadium victory, into the fabric of the team. SteinbrennerΓÇÖs latest project is to renovate the Yankee clubhouse ΓÇö yes, there will be big-screen TVs and all the modern amenities the newer stadiums offer their players. Yet, even here, Steinbrenner has added his own touch of class ΓÇö each locker will have as itΓÇÖs facing, a replica of the most famous architectural accent in sports, the Stadium facade.
Further, he has honored the new heroes that evolved during his tenure. Give your all for the team, display respect for the game and the standard of sportsmanship the Yankees represent, and you will earn respect from Steinbrenner. There is no greater example of this ethic than the late Thurman Munson.
ΓÇ£We still have a locker at the Stadium with number 15 on it and inside is his uniform,ΓÇ¥ Steinbrenner said. ΓÇ£ItΓÇÖs never opened and itΓÇÖs never to be touched. When new players come in, they are taught to respect that locker. Thurman led by example and was a hard worker and I want the players to learn that quality.ΓÇ¥
A former football coach himself, Steinbrenner is constantly on the lookout for what he describes as ΓÇ£the warrior mentality.ΓÇ¥
ΓÇ£Thurman had it, Donnie had it and now guys like Paul OΓÇÖNeill display it. They are warriors ΓÇö they donΓÇÖt stop until they have achieved their goals. I love that. I always want a clubhouse full of those type of players.ΓÇ¥
True to the tradition of the YankeesΓÇÖ earlier owners like Ruppert, Steinbrenner is a master tactician of the press and the ever-growing PR animal that is New York. His zest for the business, the city and his ability to draw a crowd with his mere presence have thrust him into the national spotlight. America canΓÇÖt get enough of unique personalities, and Steinbrenner definitely fits that description. Now, as he approaches 70, his pop-icon status just continues to grow, perhaps because in his old age, Steinbrenner has increasingly shown the ability to poke fun at himself. He has made countless commercials, provided self-effacing laughs as a guest host of ΓÇ£Saturday Night Live,ΓÇ¥ and was a regular as George CostanzaΓÇÖs boss on ΓÇ£SeinfeldΓÇ¥ (even though he never actually appeared on the show, his association with the hit has made him quite hip with his 10 grandchildren).
Even though his motto has always been ΓÇ£work, work, work,ΓÇ¥ as he has passed the quarter-century mark with the team, Steinbrenner has recently allowed himself some time for retrospection.
ΓÇ£IΓÇÖm not totally happy with everything IΓÇÖve done, but on the balance, IΓÇÖll stand on the record,ΓÇ¥ he says. ΓÇ£But I think I am to the point where itΓÇÖs not too far off where I see myself in another role.ΓÇ¥ He cherishes his role as a grandfather and is looking forward to spending more time with his family and his horses. Yet, itΓÇÖs hard to envision this warrior fading quietly into the background.
If weΓÇÖve learned anything in 25 years, itΓÇÖs that if thereΓÇÖs a chance for a Yankees victory, Steinbrenner will always be there.
