Power 100 rank: 3
Rank last year: 1
Sport: PGA golf
Most recent notable achievement: Won 2008 U.S. Open
Earnings: $71.3 million
Key sponsors: Nike, EA Sports, Tag Heuer
Why he's on the list: Tiger Woods is still Tiger Woods and money is still money. He topped our estimated money list at $70 million in endorsements last year, dominated golf during the last decade, and remains the PGA career money leader by a long shot. Still, sex scandals tend to hurt earnings and unquestionably damaged Woods's performance. Dropped by such big sponsors as Accenture, he fell in our rankings—by only two places.