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Power 100 rank: 39
Sport: NHL/Pittsburgh Penguins—C
Most recent notable achievement: Youngest captain to win Stanley Cup
Earnings: $13 million
Key sponsors: Reebok, Gatorade
Why he's on the list: Though Alex Ovechkin gets the SportsCenter shoutouts, Crosby is the proven winner with two Stanley Cup final appearances to his name. Moreover, Crosby signed a rich endorsement deal with Reebok that has plastered his face on league apparel throughout the country.