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SAME GAME, NEW PLAYERS
Richard Deitsch
June 28, 2004
Thirty new entrants made this year's list, including key executives in baseball and the NFL, an SEC football coach and a teenage golf phenom
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June 28, 2004

Same Game, New Players

Thirty new entrants made this year's list, including key executives in baseball and the NFL, an SEC football coach and a teenage golf phenom

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11 BILL DUFFY, 44
Agent
LAST YEAR'S RANK: 20
OUTLOOK [Up]
He took a big hit in 2003 when client Jay Williams ( Bulls) was in an ugly motorcycle accident. But not to worry: Duffy still reps Yao Ming (No. 3) and Carmelo Anthony (No. 71).

12 DON KING, 72
Boxing Promoter
LAST YEAR'S RANK: 15
OUTLOOK [No Change]
Say what you will, much of boxing still comes through King. He controls three of the top heavyweights, as well as middleweight Felix Trinidad, who will make his comeback this fall.

13 TREVOR EDWARDS, 41
Vice President of Brand Management, Nike
LAST YEAR'S RANK: 12
OUTLOOK [No Change]
A key player in Nike's signing of LeBron James (No. 4) and Serena Williams (No. 19) in 2003. And he's very popular in media circles. Why? Edwards has a $1 billion marketing budget.

14 BARRY BONDS, 39
Outfielder, San Francisco Giants
LAST YEAR'S RANK: NR
OUTLOOK [No Change]
His pursuit of Hank Aaron's HR record makes him baseball's biggest star. He's a top All-Star vote-getters, his at bats are must-see TV, and the Giants are among the biggest road draws.

15 OZZIE NEWSOME, 48
Senior Vice President of Football Operations, Baltimore Ravens
LAST YEAR'S RANK: 22
OUTLOOK [Up]
Okay, he didn't land Terrell Owens, but his recent drafts ( TE Todd Heap, LB Terrell Suggs, QB Kyle Boiler) have retooled this once-aging team and put it back in Super Bowl contention.

16 STEVE MILLS, 44
President and COO, Madison Square Garden Sports
LAST YEAR'S RANK: 32
OUTLOOK [Up]
After his promotion in December, Mills dumped Knicks president Scott Layden, replacing him with Isiah Thomas (No. 27), and helped spark a Garden revival—especially financially.

17 ALEX RODRIGUEZ, 28
Third Baseman, New York Yankees
LAST YEAR'S RANK: 62
OUTLOOK [Up]
As a Ranger he was merely a great player. In New York he's a marketer's dream. A-Rod is rich, cool, telegenic, and he appeals to both Hispanic and no-Hispanic baseball fans.

18 TONY DUNGY, 48
Coach, Indianapolis Colts
LAST YEAR'S RANK: 66
OUTLOOK [Up]
Tampa who? Dungy, once fired by the Bucs, led the Colts to the AFC Championship Game last season. He is now a good bet to become the first black head coach to reach the Super Bowl.

19 SERENA WILLIAMS, 22
Tennis Player
LAST YEAR'S RANK: 3
OUTLOOK [Down]
Though slowed by injuries, Williams remains the most recognized U.S. female athlete. Her $40 million Nike deal ties her with big sister as the highest paid female endorser in sports.

20 JOE DUMARS, 40
President of Basketball Operations, Detroit Pistons
LAST YEAR'S RANK: 27
OUTLOOK [Up]
He became the first minority team president to hoist the Larry O'Brien Trophy when the Pistons won their first NBA title since 1990. Credit bold moves and a relentless work ethic.

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