2010's sports power brokers: Athletes' power list

1. DAN VETTORI

The ultimate allrounder - he bats, he bowls, he selects, he coaches. Vettori even looks comfortable in cricket's famously cringe-worthy endorsement advertisements.

2. DAN CARTER

The rugby world's premier underwear salesman packs the heftiest punch in contract talks and at the marketing table. European rugby fans can expect to see more of him after 2011.

3. RICHIE McCAW

The All Blacks captain has a strong hand in contract negotiations: when he's not there, the team loses.

4. VALERIE VILI

In literal terms, the most powerful athlete on this list by some margin. The shot put champion looks destined for long-term Olympic success, but her real sway could come away from the circle: she has a natural magnetism that should inspire young athletes.

5. GRANT DALTON

Just qualifies as an athlete (sorry Grant) and only just missed the big list. Would be further up the rankings if Team NZ weren't pretty much left to twiddle their thumbs as the big boys' lawyers slug it out.

6. BRENDON McCULLUM

The wicketkeeper batsman blazed 158 off 73 balls in the IPL's first match, dazzling the cricket world and making himself, briefly, the biggest name in the shortest game. His stock is still high.

7. BENJI MARSHAL

He mainly plies his trade across the Ditch, but the Kiwis' playmaker and captain is fast becoming the hub of all things in New Zealand league.

8. DEAN BARKER

Team New Zealand's skipper is the marketable face of a sport that can sometimes seem a tad aloof to the man on the sofa.

9. MILS MULIAINA

Another rugby player confident enough to demand contractual changes. And strong enough to get them.

10. KIRK PENNEY

His power is best measured by the void he would leave if he departed the Breakers.