Power 100 rank: 5
Rank last year: 30
Sport: NFL/New England Patriots—QB
Most recent notable achievement: 2011 Pro Bowl (6th Selection)
Earnings: $30 million
Key sponsors: Under Armour, UGG, Glaceau, Movado, Audi
Why he's on the list: Tom Brady signed a contract in September that earned him a spot as the highest-paid player in football, then had one of his best-ever regular seasons, with only four interceptions. Three Super Bowl rings and chiseled good looks make Brady a perfect pitchman for everything from Stetson hats to girly UGG boots. (It doesn't hurt that he's married to supermodel Gisele Bündchen.) We estimate that he pulled in a cool $20 million in endorsements.