[kenberman]

Sexton kinda lucked out into his success. Although, I guess he's good at what he does (good being = what Joe 6 Pack likes).

Howard Lederer recently became the first pro to sign a non-poker deal, endorsing Knob Creek.

I think Mr. David Sklansky and Mr. Mason Malmuth sell a lot of books, making them some pretty good dough. How much, I dunno.

Negreanu's first online site sponsorship failed miserably; we'll see how his new site goes. My guess is that it will do well, b/c he is good on camera and fanboys love him.

I would say the leaders are the guys with significant equity shares in Full Tilt. Ivey/Ferguson/Harmon etc. Again, I don't know what shares they have, but I think these will end up being worth a pile of dough.

Marcel Luske has a ton of side deals, but I can't speak to the success of any of them.

Bottom line: I think shares in online poker sites will ultimately prove to be the most lucrative non-playing deals for these guys.