He may be in the twilight of his playing years, but the near-universal adoration heaped on David Beckham has helped him remain the highest earner in British sport, according to the Sunday Times Sport Rich List.
Boxers, golfers, racing drivers and basketball players all fall by the wayside in the face of the global "brand Beckham" that has seen the 38-year-old amass a fortune of £165 million - and that is without wife Victoria's bank balance of £35m.
Beckham's wealth, amassed from endorsement deals and salary payments from his company, Footwork Productions, over the last decade, make him easily the richest British sports star of all time.
But he is still some way off the richest sportsman in the world - golfer Tiger Woods, who the list says is worth a staggering £570 million.
Wayne Rooney, Manchester United's current favourite English son, is the richest Barclays Premier League player, with a personal fortune of £51 million. The striker is ahead of team-mate Rio Ferdinand (£42 million), and Michael Owen (£38 million).
Footballers account for £1.3 billion of the £3.2 billion accrued by the top earners and make up nearly half of the Rich List , which includes current and former sportsmen in Britain and Ireland.
It includes 49 footballers, 12 golfers, 12 from the world of motor sport, eight from rugby and five boxers, as well as those connected with horse racing, basketball, cricket, tennis, athletics and showjumping,
Lennox Lewis is the highest paid boxer, whose prize money and property assets give him a personal fortune of £95m.
Motor racing features prominently in the top tier of the rich list, with Eddie Irvine (£83 million), Lewis Hamilton (£60 million), Jenson Button (£58 million) and David Coulthard (£53 million) among the top 12 richest sportsmen.