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Are you suggesting that personality plays no part in which athletes fans like more?
It's been that way since sport began. And the race card IS lame in this case. While there may be the rare few out there that feel that way, it's an insignificant percentage.
Micheal Jordan is the most popular basketball player of all time by a wide margin and is a known fucking douche bag to everyone. He's a complete asshole with a terrible personality. Same with other guys like rapist Kobe and Kareem who refuses to sign children's autographs.
Isaiah Thomas used to show up to practice late almost every day leading to the coach stating, "Practice starts when Isaiah gets here." Not to mention him and his team walking off the court without shaking hands.
This is just a few examples from basketball, these fan favorites have some of the worst personalities you'll come across. But guess what? Because they won games no one gave a shit except for the occasional article or story.
In other sports personality does matter but not anywhere close to how it does in MMA. In basketball if you're a douchebag but win games no one cares.