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Follow on Google News | Brees, Rodgers, Brady Top Bloomberg BusinessWeek/Horrow Sports Ventures 2012 Power 100 RankingsFor the third year in a row, football dominates list of the most powerful athletes in sport
By: joe favorito As the business of sports continues to grow, endorsement contracts increasingly impact players, teams, and the industry. These contracts take into consideration many of the same factors as the Power 100 ranking - performance, name awareness, appeal, influence, trustworthiness and overall popularity, among other things. Social media, for example, played a role in boosting the rankings of such athletes as LeBron James (No. 4) and Shaquille O'Neal (No.7). The Power 100 rankings are based 50 percent on these on "off-field" measurements, and 50 percent on "on-field" performance using a variety of industry statistics. The most notable drops this year include injury-plagued Peyton Manning dropping from No. 1 to No. 51 and golfer Phil Mickelson dropping from No. 4 to No. 18. Due to the individual dominance of its top athletes, tennis commands ten percent of the spots on this year’s list, with the top female athlete on the list being American tennis stalwart Serena Williams (No. 25). In addition, this year's Power 100 rankings also emphasize the importance of team sports, with the NFL dominating the list with 26 players ranked in the top 100. The National Basketball Association came in second with the most athletes on the Power 100, with 20, followed by MLB baseball (16), tennis (10), golf (8), NASCAR (6), Olympics (4), soccer (4), hockey (3), boxing/MMA (2), and action sports (1). “This is the third year of the Power 100, and it continues to be a cutting-edge tool to measure the power and value of athletes,” says Horrow, who will devote an entire “Sportfolio” The 2012 Power 100 Top 20 1- Drew Brees Football 2- Aaron Rodgers 3- Tom Brady Football 4- LeBron James Basketball 5- Rafael Nadal Tennis 6- Roger Federer 7- Shaquille O’Neal 8- Shaun White Action Sports 9- Novak Djokovic 10- Calvin Johnson 11- Luke Donald 12- Tiger Woods Golf 13- Kobe Bryant 14- Dwight Howard 15- Eli Manning 16- Dwyane Wade Basketball 17- Kevin Durant 18- Phil Mickelson 19- Lee Westwood 20- Troy Polamalu The Power 100 special report is available on Bloomberg.com at businessweek.com/ On Twitter #Power100 And a guest blog post: bloom.bg/ For more information on Bloomberg, please visit bloomberg.com/ For more information on Rick Horrow and Horrow Sports Ventures, please visit horrowsports.com and follow us on Twitter (@SportsProfessor) For more information on CSE, the company behind the Power 100 methodology, visit www.groupcse.com. Contact for Bloomberg Businessweek: Patti Straus, +1 212-617-3279, pstraus@bloomberg.net Contact for Horrow Sports Ventures: Karla Swatek, +1 760-533-9414, kswak@aol.com Contact for CSE- Robin Applebaum, +1 770-955-1300, rapplebaum@groupcse.com Contact for Nielsen/E-Poll N-Score Randy Parker, +1-818-995-4960, rparker@epoll.com # # # Long time sports and entertainment communications, marketing and branding executive now handling a series of consulting businesses and freelance projects. Check out our best practices site at joefavorito.com or email us at fatherknickerbocker1@ End
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