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Geoff Burke/Getty Images for NASCAR
Power 100 rank: 48
Sport: Nascar driver
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.