Tiger Woods

Quinn Rooney/Getty Images

Tiger Woods

Power 100 rank: 1
Sport: PGA golfer
Age: 34
Most recent notable achievement: Named AP Athlete of the Decade
Earnings: $103 million*
Key sponsors: Nike, Electronic Arts, Gatorade**

Why he's on the list: Tiger's monthlong stranglehold on the national media further demonstrated his crossover appeal, but with his credibility swooning and his endorsements dwindling, Tiger shouldn't get too comfortable at the top.

*As of Jan. 26, 2010. **All earnings 2009 calendar year, unless otherwise specified.

All data courtesy of CSE.