50 Most Influential: 21-30

BORNSTEIN President & CEO, NFL Network Executive Vice President of Media, NFL CHANGE FROM 2010: NOT RANKED How did the NFL convince ESPN to pay an average of nearly $2 billion a year for “Monday Night Football”? How has the league convinced CBS, Fox and NBC to pay an average of $1 billion or more for their NFL packages? Let’s just say there’s a reason why Bornstein is the league’s highest-paid executive, making more than even Commissioner Roger Goodell. 22 MELINDA

WITMER Executive Vice President

& Chief Programming Officer Time Warner Cable CHANGE FROM 2010: +24 Forget about the fact that Witmer is the programming gatekeeper of the cable industry’s second-biggest operator, behind Comcast. Her decisions to set up Time Warner Cable Sports, pick off the rights to the Los Angeles Lakers and agree to launch the Pac-12’s networks are among the boldest moves in sports media. 23 LARRY

SCOTT Commissioner Pac-12 Conference CHANGE FROM 2010: NEWCOMER Who isn’t talking about the Pac-12 these days? Scott established the roots for the conference’s new TV networks, lured Gary Stevenson across the country, and oversaw the expansion to 12 teams. In the process, he has single-handedly changed the way industry insiders look at college conferences and their commissioners. 24 CASEY

WASSERMAN Chairman & CEO Wasserman Media Group CHANGE FROM 2010: NO CHANGE This gifted relationship builder can call on his friendships at the highest levels of politics, sports, film, music, entertainment and philanthropy to make introductions, foster ideas and close deals. It’s that influence — beyond growing his Wasserman Media Group agency and his pursuit of the NFL in Los Angeles — that has him on the call list of every major executive in sports. 25 JOHN

HENRY Owner Fenway Sports Group CHANGE FROM 2010: +1 It was obviously a September to forget for the Red Sox, but the Fenway sports empire and Liverpool FC remain important and highly watched industry pillars. Even LeBron James looked to FSG this year for brand elevation. 26 ADAM

SILVER Deputy Commissioner NBA CHANGE FROM 2010: +1 Silver took a lead role in the NBA’s labor negotiations as Commissioner David Stern continues to give his heir apparent more power. The growing influence is seen not just in labor issues but also in all of the league’s key business strategies. 27 TIM

BROSNAN Executive Vice President, Business Major League Baseball CHANGE FROM 2010: +1 With baseball’s business operations continuing an extended upswing in 2011, Brosnan pushed ahead in new directions, helping put the sport more squarely in the social media and pop culture landscapes with the successful MLB Fan Cave effort. 28 DEREK

CHANG Executive Vice President,

Content Strategy & Development DirecTV CHANGE FROM 2010: NEWCOMER Chang took the lead on DirecTV’s biggest programming disputes this year, with Fox, Golf Channel and YES Network. But it was DirecTV’s Sunday Ticket promotion that really worked, helping the satellite operator gain 327,000 subscribers in the third quarter, blowing away analyst expectations. 29 MARK

EMMERT President NCAA CHANGE FROM 2010: +3 In his first full year as head of the NCAA, Emmert seemed to find his footing. He used his influence to take on tough topics like pay-for-play, the NCAA’s overly officious rule book and even tougher academic eligibility requirements, but his drawback remains the lack of a position on the postseason football argument. 30 DON

GARBER Commissioner Major League Soccer CHANGE FROM 2010: +4 A decade ago, Major League Soccer was struggling. Today the league’s legitimacy is inarguable, with a nationwide footprint, average attendance that surpasses both the NBA and NHL, and a new TV deal with NBC. Garber has led the charge, and his next task is to solidify stadium plans in New York City for a 20th team.