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Sponsors ditch Sharapova, world's top-earning female athlete

FILE - In this April 29, 2012, file photo, Russia's Maria Sharapova sits on the Porsche Carrera she won after beating Belarus' Victoria Azarenka 6-1, 6-4 in the final of the Porsche Tennis Grand Prix in Stuttgart, Germany. Three of Maria Sharapova's major sponsors are cutting ties with the Russian tennis star after she acknowledged failing a doping test at the Australian Open. Sportswear giant Nike, Swiss watch brand Tag Heuer and German luxury car company Porsche moved quickly to distance themselves from the five-time Grand Slam winner after she announced the positive test at a news conference in Los Angeles on Monday, March 7, 2016.
Image Credit: AP Photo/Michael Probst, File
March 08, 2016 - 11:30 AM

MOSCOW - Maria Sharapova, the world's highest-earning female athlete for many years, was abandoned Tuesday by some of her biggest sponsors after the Russian tennis star acknowledged taking a recently banned substance for a decade.

Sportswear giant Nike, Swiss watch brand Tag Heuer and German luxury car company Porsche quickly distanced themselves from the five-time Grand Slam winner, who announced on Monday that she tested positive for meldonium at the Australian Open, days after the drug was banned.

The former world No. 1 took full responsibility for her mistake and could face a lengthy ban from the International Tennis Federation, possibly ending her season and preventing her from competing for Russia at the Olympics in Rio de Janeiro.

"I know that with this, I face consequences," Sharapova said Monday. "I don't want to end my career this way, and I really hope I will be given another chance to play this game."

"We are saddened and surprised by the news about Maria Sharapova," Nike responded in a statement. "We have decided to suspend our relationship with Maria while the investigation continues. We will continue to monitor the situation."

TAG Heuer, which had discussing a new deal with Sharapova after its sponsorship expired at the end of 2015, said it has decided not to renew the contract "in view of the current situation."

Porsche said it has "chosen to postpone planned activities" with Sharapova "until further details are released and we can analyze the situation." Among still other sponsors, water company Evian said it "will follow closely the development of the investigation."

Sharapova, 28, said she failed a doping test in Australia in January for meldonium, which the World Anti-Doping Agency banned starting this year because it aids oxygen uptake and endurance. Several other athletes across international sports also have been caught using it.

All players were notified of the changes in the WADA banned substances list in December. Sharapova claimed she neglected to click on a link to the new list and simply missed the change.

"I take great responsibility and professionalism in my job, and I made a huge mistake," Sharapova said. "I let my fans down. I let the sport down that I've been playing since the age of 4, that I love so deeply."

Sharapova said she has taken meldonium for 10 years for numerous health issues.

For the last 11 years, she has led the Forbes Magazine list of highest-paid female athletes.

Sharapova is one of the top female players of her generation, with 35 career singles titles and over $36 million in career prize winnings. But her endorsement deals and extensive business ventures, including a high-profile candy line, Sugarpova, dwarf what she earns on the court. Last year along, her overall income was estimated by Forbes to be $29.5 million.

"She's a one-woman marketing machine," said Nigel Currie, an independent British-based sponsorship consultant. "There are lots of male stars in the world, but not many female stars."

Currie said it's "unbelievable" how such a mistake could have happened since Sharapova has such a big support network.

It's also "amazing" how quickly sponsors react, he said. "They are paranoid about their image, and the slightest risk to their image, they run to the hills."

News from © The Associated Press, 2016
The Associated Press

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