2010's sports power brokers: Media/communications power list*

1. Kevin Cameron

He decides what we watch. Now that's power.

2. Murray Deaker

Still more likely to get interview access than any other sports broadcaster in the country, though not the agenda-setting power he once was.

3. Martin Crowe

When seeking a new challenge, 'Hogan' moved from Sky's cricket boss to head of the Rugby Channel in hope of shaking up the format. Occasional cricket commentator and arguably the best batting analyst in world.

4. Brian Finn

In good times and in the wreckage of failed World Cup campaigns, Finn is the NZRU's pointman.

5. John Fellett

Some would argue the Sky TV chief executive wields even more power than Cameron. He's the one who signs the cheques.

6. Jim Mather

The Maori TV chief has boxed David Tua into a corner - no mean feat. He has the Breakers live in Te Reo and one of the more interesting sports panel shows in recent times, Code.

7. Richard Becht

Make what you will out of the communications manager for both the Warriors and the Kiwis also being the sports columnist for the Listener, but sport tends to be a bit cosy in that regard. Becht is also the go-to sports ghostwriter for the publishing houses and the chairman of the NZ Sports Journalists Association.

8. Trevor McKewen

General manager of sport for Fairfax Media, McKewen plays a large part in setting the agenda for that large stable of newspapers.

9. Ian Smith

Seemingly ubiquitous on Sky TV, the one-time wicket keeper has tremendous access as an interviewer and manages not to appear too thinly spread. Also hosts BSport Breakfast.

10. Brendan Telfer

Consummate and timeless, Telfer steers the discussion on the country's biggest sport-focused radio call-in show. Where would Radio Sport be without him?

* Nobody employed by the Herald was considered.