What happened to Maria Sharapova and Nike's $70 million deal after Russian's drug ban? A look into one of tennis' most premier brand partnerships
Maria Sharapova burst onto the tennis scene as a 17-year-old winning the Wimbledon title in 2004. The Russian sensation was instantly in the limelight attracting interest from all over the world. However, her promising career took a surprising turn after she failed a drug test in 2016.
Sharapova was banned for two years after testing positive for meldonium, a substance that was banned by ITF. The Russian admitted that she "unknowingly" consumed it and called it an "honest mistake." She had to consequently miss a part of her playing career while at her peak.
Before her ban in 2016, Sharapova was a Nike athlete since her junior days. The Russian was one of the planet's most famous tennis stars, and Nike had signed her to a long multi-million-dollar deal. They had reached an agreement in 2010 for a deal worth $70 million. However, the eight-year contract came under review after she was banned.
Soon after, Maria Sharapova tested positive for using an illegal drug. At this point, Nike opted to cut ties with the tennis superstar. However, the sporting giants ultimately decided to support the Russian after a few weeks.
The sporting giants published a statement backing Sharapova, claiming that she had apologised for her mistake and should be given a chance to rectify it herself.
"Maria has always made her position clear, has apologized for her mistake and is now appealing the length of the ban. Based on the decision of the ITF and their factual findings, we hope to see Maria back on court and will continue to partner with her," Nike had announced.
Like Nike, Porsche and Head also backed Sharapova and decided to continue their sponsorship deals with the Russian. Both the companies published statements supporting her as well in coming back from this setback.
Nike had been sponsoring Maria Sharapova since her early days and was also her sponsor when she won her debut Wimbledon title in 2004. The Russian went on to win five Grand Slam titles, completing her Career Grand Slam in the process. However, she struggled to compete at the highest level upon her return after the ban.
Maria Sharapova retired from professional tennis in 2020
Maria Sharapova returned to professional tennis 15 months after her doping ban. The Russian initially impressed audiences with her comeback and seemed back to her best in her early matches in the first three years of her return. She even reclaimed a spot in the top 25 of the WTA rankings after an impressive run in 2018, during which she reached the quarterfinals of the French Open, her best performance at a Major since her doping ban.
However, Sharapova's form did not last as the Russian succumbed to injuries during the 2019 season. She struggled throughout the year but confirmed her participation at the 2020 Australian Open where she lost in straight sets to Donna Vekic and fell to a WTA ranking of 369, the lowest of her career.
The defeat against Vekic turned out to be Sharapova's final professional match as the Russian announced her retirement shortly afterwards. She authored an article in Vogue announcing her retirement from tennis in February 2020. She retired as one of the most famous tennis stars having won five Major titles and more than $38 million in prize money, apart from her earnings from sponsorship deals.