Funny that nearly the first comment on this thread dealt not with Lauda’s Formula 1 career but his airline ventures. He really must be more widely known for that now.
I’m not a sports fan, and I learned who Lauda is by seeing the words "Fly Niki" plastered all over Air Berlin cabins, as Lauda’s airline established a partnership with Air Berlin. (Of course, Air Berlin itself is now defunct.) "Niki" seemed an odd name for an airline, which led me to Wikipedia the company and thus discover that there was a Formula 1 star behind it.