Not much to say that hasn't been said, but titles and post season play make a legend. Being the face of the Yankees for a decade or two doesn't hurt either.
To draw a modern parallel few would argue Jeter was a better player than Griffey. But he's more popular among collectors for many of the same reasons Mantle is favored over Mays. And he never won a triple crown or was thought of as the best player in the league.
I don't think race has much to do with either case now, but I'm sure it was a factor in the 50s and 60s.
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