- Associated Press - Tuesday, July 13, 2010

NEW YORK (AP) - He was baseball’s bombastic Boss.

He rebuilt the New York Yankees dynasty, ushering in the era of multimillion-dollar salaries and accepting nothing less in return than World Series championships.

He fired managers. Rehired them. And fired them again.

He butted heads with commissioners and fellow owners, insulted his players and dominated tabloid headlines _ even upstaging the All-Star game on the day of his death.

George Michael Steinbrenner III, who both inspired and terrorized the Yankees in more than three decades as owner, died Tuesday of a heart attack at age 80.

“He was and always will be as much of a New York Yankee as Babe Ruth, Lou Gehrig, Joe DiMaggio, Mickey Mantle, Yogi Berra, Whitey Ford and all of the other Yankee legends,” baseball commissioner Bud Selig said.

Once reviled by fans for his overbearing and tempestuous nature, Steinbrenner mellowed in his final decade and became beloved by employees and rivals alike for his success.

Steinbrenner was taken from his home to St. Joseph’s Hospital in Tampa, Fla., and died about 6:30 a.m, a person close to the owner told The Associated Press. The person spoke on condition of anonymity because the team had not disclosed those details.

George was a fierce competitor who was the perfect fit for the city that never sleeps _ colorful, dynamic and always reaching for the stars,” former President Bill Clinton said.

Yankees captain Derek Jeter added: “He expected perfection.”

In 37 1/2 years as owner, Steinbrenner whipped a moribund $10 million team into a $1.6 billion colossus that became the model of a modern franchise, one with its own TV network and ballpark food business.

Under his often brutal but always colorful reign, the Yankees won seven World Series championships, 11 American League pennants and 16 AL East titles, going on spectacular spending sprees that caused Larry Lucchino, president of the rival Boston Red Sox, to dub Steinbrenner’s Yankees the “Evil Empire.”

He moved the Yankees from their tradition-rich “House that Ruth Built” into a new $1.5 billion Yankee Stadium. Call it the “House the Boss Built.” He appeared there just four times: the April 2009 opener, the first two games of last year’s World Series and this year’s home opener, when Jeter and manager Joe Girardi went to his suite and personally delivered his seventh World Series ring.

“He was very emotional,” son Hal Steinbrenner said then.

Steinbrenner’s larger-than-life outbursts transcended sports and made him a pop culture figure whose firings were parodied on the TV comedy “Seinfeld” and even by Steinbrenner himself in commercials.

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