Shaun White on the cover of Fast Company magazine

You'll have seen Lorene's post a wee while back on the income of action sports athletes.

Apparently Shaun White comes second, behind Tony Hawk, taking home a cool $9 million a year.

An article on February's Fast Company gives some interesting context to Shaun's millions. I picked it up at Denver Airport a few weeks back after spotting the flame-haired bloke on the cover.

It's an interesting read - the White family clearly run a tight ship, monitoring every use of Shaun's name or image. Sponsorship-wise there also seems to be a lot of thought around which brands he works with. Predictions of a Flying Tomato ketchup and the like appearing following his Olympic gold medal win in 2006 haven't come to fruition - and not for lack of offers either. Fast Company touts him as having the key to the $150 billion youth marketing market.

"Shaun White has this ability to juggle his authentic world and the corporate world and be that third platform between the two," says trend expert DeeDee Gordon in the piece. "He is living by his own code, and young people admire that. He has definitely stayed true."

Read the article and judge for yourself by clicking here.