Power 100 rank: 31
Rank last year: 39
Sport: NHL/Pittsburgh Penguins—C
Most recent notable achievement: 2010 Olympic Gold Medal, 2010 Rocket Richard Trophy
Earnings: $12 million
Key sponsors: Reebok, Bell, Gatorade
Why he's on the list: The hero of the 2010 Olympic hockey final against the U.S., Sidney Crosby scored the overtime goal that brought Canada its gold medal and crowning Olympic moment. The dramatic victory increased Crosby's already high exposure in Canada and helped rack up the monster endorsement deal he signed this year with Reebok.