The Power 100

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88 STEVE BORNSTEIN CEO, NFL Network; EVP of media, NFL
The former ABC and ESPN chief, who muscled the NFL's way into huge TV deals, may need ESPN's help to win with NFL Network.

89 WYCLIFFE GROUSBECK Owner and CEO, Boston Celtics
After years in the NBA's cellar, the Celtics beat the Los Angeles Lakers for the 2008 championship.

90 ROGER PENSKE Founder and Chairman, Penske Corp.
Owns teams in Nascar, the Indy Racing League, and the American Le Mans Series.

91 COLIN BADEN President, Oakley
The maker of sunglasses and outdoor apparel recently teamed with the Lance Armstrong Foundation to fight cancer.

92 ROBERT JOHNSON Majority owner, Charlotte Bobcats
The NBA's first team owner who is African American has brought Michael Jordan into the front office and hired the legendary Larry Brown to coach the 2008-09 season.

93 MIKE SLIVE Commissioner, Southeastern Conference
Conference powerhouses Florida and LSU have won the last two national championships.

94 STAN KROENKE Owner, Colorado Avalanche, Denver Nuggets; part-owner, St. Louis Rams
Three major U.S. teams aren't enough; Kroenke now is into British soccer with a stake in the club Arsenal.

95 KEVIN PLANK Founder and CEO, Under Armour
The firm has grown beyond its sweat-absorbing shirts and shorts to such sports gear as sunglasses and cleats.

96 RAY BEDNAR senior vice-president and Sports Sponsorship Executive, Bank of America
The official bank of MLB and the NFL is also a major sponsor of Nascar and the U.S. Olympic Team.

97 ERIC GRUBMAN Executive vice-president, finance and strategic transactions, NFL
The former Goldman Sachs M&A executive took his Wall Street savvy to the NFL in 2004.

98 ARN TELLEM President, WMG Management
When it comes to the NBA, Tellem is the agent of choice. Seven of the top 15 draft picks this year were his.

99 JON LITNER President, comcast sports group
His regional sports networks are giving Fox a run for its money, with SportsNet New York leading the charge.

100 SERENA WILLIAMS Tennis champ
Already in ads for Hewlett-Packard, Nike, and Kraft, the winner of the 2008 U.S. Open and a gold medalist in Beijing is likely to pick up more endorsements.

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Burnsed is an editorial assistant for BusinessWeek based in Atlanta. Gloeckler is a staff editor for BusinessWeek in New York. Grover is Los Angeles bureau chief for BusinessWeek. Lawyue is a BusinessWeek reporting intern. Lowry is a senior writer for BusinessWeek in New York.