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Andy Lyons/Getty Images
Power 100 rank: 5
Sport: NFL/Indianapolis Colts—QB
Most recent notable achievement: Won his record 4th NFL MVP in 2009
Earnings: $27 million
Key sponsors: DirecTV, Sony, MasterCard
Why he's on the list: Advertisers have run with Peyton's goofy persona nearly to the point of overexposure, but the quarterback is all business on the field and continues his assault on the NFL record books. A Super Bowl win this year could lift him even higher.