At the world's leading developer and publisher of interactive entertainment, Riccitiello, 53, reigns over iconic sports titles such as FIFA Soccer and Madden NFL, with more than 200 million copies sold between the two. His products have shaped Generation Y's perception of sports as much as anyone's—but is exhaustion setting in after 25 years of incrementally improved Madden games?
40 BRIAN FRANCE
NASCAR CEO and chairman
[TEAM/LEAGUE OWNER][LEAGUE GOVERNANCE][50 & UNDER]
The grandson of NASCAR founder Big Bill France, Brian took over the family business in 2003. As CEO he has driven NASCAR's transformation from a regional diversion into a national sports and commercial powerhouse. The 50-year-old instituted the Chase playoff format and has pushed for safety advances and green initiatives while forging TV deals worth $5.14 billion.
41 ALISON LEWIS AND SHARON BYERS
Coca-Cola North America
In commanding the sports-marketing efforts for the world's largest beverage company, they wage the cola wars on the playing fields of the NCAA, the NBA, the Olympics and NASCAR (among 700-some sports properties), deploying athletes such as Kobe, LeBron and Danica Patrick as infantry.
42 AL HAYMON