Yet today we read the Newcastle and England striker is second in the Football Rich List with an estimated personal fortune of £37m.
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The 27-year-old is behind only David Beckham (£112m) in personal wealth terms, according to the list, published by football magazine FourFourTwo.
Chelsea owner Roman Abramovich unsurprisingly tops the bosses' list, with a personal wealth of £10.8bn.
Newcastle owner Mike Ashley comes in joint fifth, with an estimated wealth of £1.6bn.