Tony Stewart

Geoff Burke/Getty Images for NASCAR

Tony Stewart

Power 100 rank: 48
Sport: Nascar driver
Age: 38
Most recent notable achievement: Finished 6th in 2009 Sprint Cup Series
Earnings: $16.8 million
Key sponsors: Burger King, Office Depot, Old Spice

Why he's on the list: In his latest Burger King ad, Stewart insists he doesn't enjoy the Whopper just because he's being paid to say so. It follows the basic sports marketing rule of choosing athlete endorsers who the public believes actually use the product.