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Jimmie Johnson

Streeter Lecka/Getty Images

Jimmie Johnson

Power 100 rank: 21
Sport: Nascar driver
Age: 34
Most recent notable achievement: 2009 Sprint Cup Series Champion
Earnings: $15.3 million
Key sponsors: Lowe's, Tylenol, Gatorade

Why he's on the list: Though Johnson took home a hefty $8 million in endorsements during 2009, the sports world can't figure out why the winner of four consecutive Nascar championships hasn't collected even more attention from corporate America.