I know what you're thinking. It has to be Jordan. Maybe, but I'd say Steinbrenner. He bought a Yankee franchise that had become the joke of baseball and took them to what is probably the most widely recognized American sports franchise. His spending and his never settling drove the franchise and made them a team that people hated or loved. He was the first to sign big free agents, he embraced stars, and he was a media figure. Televised sports and brands are enormous business, and the Yankees have as much responsibilty for that as any team. The Yankees have their own network and make the most money of any team because of Steinbrenner's foresight and influence.
The Yankees, as much as I hate them, are truly America's team because they make sports interesting. Steinbrenner was the force behind that. Jordan had his moment, but much of Jordan's moment was when Steinbrenner was out of baseball.