The poll which will act as a key indicator for brands looking to associate themselves with personalities with huge followings, puts Jordan in a position he has found himself in for the past ten years.
Pollsters Harris quizzed more than 2200 people to establish a top ten of popular sports stars.
Jordan, who has twice returned from retirement, led a field of big names which saw Tiger Woods his nearest rival.
This year's top twelve (four were tied for ninth place) includes five football players, three basketball players, two tennis players, one golfer and one skater, but, worryingly for Major League Baseball, not one baseball player.
In 1999 the top ten included both Mark McGwire and Sammy Sosa.
The full results of the Harris Poll survey, responding to the question 'Who is your favourite sports star?' are:
1. Michael Jordan (NBA)
2. Tiger Woods (Golf)
3. Brett Favre (NFL)
4. Jerry Rice (NFL)
5. Shaquille O'Neal (NBA)
6. Emmitt Smith (NFL)
7. Kobe Bryant (NBA)
8. Michelle Kwan (Figure skater)
=9 John Elway (NFL)
=9 Terry Bradshaw (NFL)
=9 Serena Williams (Tennis)
=9 Andre Agassi (Tennis)
