Pardon my ignorance, but I don't even know who Sergio Bubka is. That alone should prove the point.
And if it weren't for the Nike commercials, many people wouldn't know who Lance Armstrong is either.
Salaries are a pretty good indicator of popularity/status in world sport today. Don't know if Lara competes with Zidane on that basis. Don't even know if he competed with Dwight Yorke on that basis.
What about netball?
Cycling... the Tour de France in particular is huge in Europe and the Caribbean. Some ah allyuh men posting on pure emotion.
I too know who Sergei Bubka is, but wouldn't be able to recognize him. Lara is great in a niche sport... Zizou great in a global sport. Not sure who is "greater" but no contest that Zizou is more famous. Zidane also has achieved success at the pinnacle of his sport. Lara achieved one of the all-time great individual accomplishments... in cricket. Not trying to minimize his accomplishments in anyway, but cricket just doesn't get that much love.
That said, Lara did deserve a blurb in Sports Illustrated when he broke the record... Zidane eh even get fart on when he won his Player of the Year titles, lol.