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A lot don't know about Bradman obviously, but considering cricket is an international sport he definitely deserves to be up there. As far as I know he has a batting average that is at least 40 runs above his closest competitor.
Jordan revolutionized sports marketing. Not only is he arguably the best sports figure of all time, but what he did for advertising and marketing is unheard of for a spokesperson. He changed the way that companies used sports figures as spokespersons.
On top of that, he is prolly the best American sport player. I would think the only person that can challenge him right now is Tiger. But in the big 4 besides MJ and Tiger, there really isn't anyone close.
Mainly cause he's a nutjob. And he's impartial to a little nose candy now and then.
Another take on the topic - the biggest sports star of all-time would be the most popular would he not? Sachin Tendulkar is literally thought of as some sort of demi-god in cricket crazed India. Whenever he plays he has the pressure of over a billion people counting on him to perform. He's said in the past he can't even go out in public anymore. The cricket fanaticism in India is completely and utterly insane, and Sachin Tendulkar is at the dead centre of it.