Johan Cruyff without a shadow of a doubt. Villa v Barcelona in the 77/78 UEFA cup. Home in the first leg and he absolutely dominated the game. Scored a 20 yard effort to break the deadlock. Went off to a standing ovation with about 10-15 left and 2-0 up. Villa got it back to 2-2 in the final minutes.
I'm a Tottenham Hotspur fan, and I love my club but Johan Cruyff was the reason I fell in love with football. To me, it tells me a lot that my first memories of football was the 1971 European Cup Final between Ajax and Panathinaikos, initially probably because the game was at Wembley, and then the 2 subsequent European Cups that Ajax won, and the 1974 World Cup, because of Holland, and not anything Tottenham related.
The 1974 World Cup (I was 10 and a half), held in West Germany consummated my love affair with Cruyff. One game in particular stands out for me to this day: Wednesday 26th June (I had to look that bit up), but I remember the rest: Gelsenkirchen, Holland destroyed Argentina, scoring four without reply. I remember a mixture of torrential rain followed by sunshine (since confirmed by YouTube). Orange umbrellas pumping in unison as the Dutch scored and scored. Cruyff majestic, He was as tall, slim, elegant, cool as f*ck, pointing directions for others to follow like a Roman traffic policeman, always talking, telling, controlling. Simply magnificent. The heavy downpour clouds made way for brilliant sunshine for part of the game just so the Footballing Gods could take a peek. Interchanging of positions, strolling around the pitch as though they were the Germany on tour in Europe in 1939. Forget the fact West Germany technically won the trophy; morally the Dutch (i.e. Cruyff) were the winners in the eyes of the football world.
Pele and Maradona had greater populist global impact, I can't doubt that, and I have wondered why so. Initially I thought it may have been because the Brazil and Argentina football geniuses were from a 'non-first world' background, and non-caucasian too. I remember in the 1994 World Cup when Maradona was banned there were protests in Bangladesh with banners proclaiming 'Dhaka will burn if Maradona doesn't play'. Cruyff would not have received such support. However, maybe the non-first world argument is countered given the global popularity of Ronaldo and Messi, and where they are from (I know Messi is Argentinian but his association will always be Barcelona first, in my opinion). Of course, accessibility and social media have made it 'easier' to become a global icon. So, putting the first world/developing world argument away, I think, certainly with Pele and Maradona that because their appeal wasn't on an intellectual level, but just on playing, their influence at the time appealed to more people - it's a simple game after all.
Anyway, all the above notwithstanding, I do think Cruyff, under the tutelage of his mentor, Rinus Michaels, as one of the greatest intellectual innovators of modern football, who took intelligent football to another level with first his thinking and then fulfilment of that thinking. Guardiola summed up Cruyff's influence at Barcelona: "Johan Cruyff painted the chapel and Barcelona coaches merely restore or improve it".