MARIA SHARAPOVA

-Marketing a Champion
EARLY LIFE

Maria Sharapova was born on 19 April 1987 to Yuri and Yelena in the Nyagan
town of Russia

In 1994, she moved from Russia to the United States of America along with her
father to enroll at the Nick Bollettieri Tennis Academy in Florida

Maria Sharapova was not granted admission to Nick Bollettieri Tennis Academy
immediately as she was too young to join the academy.

She initially took up tennis training at the Rick Macci Tennis Academy and later
signed a deal with the International Management Group (IMG), a global sports
and talent organization based in New York

Turns professional in 2001

CAREER SNAPSHOT

Wins first tour title in Tokyo in 2003. Finishes inside top 50 for first time

Becomes first Russian woman to win Wimbledon in 2004 aged 17, beating holder
Serena Williams 6-1 6-4 in the final

In August 2005 becomes first Russian woman to reach the top of the world rankings

Wins her second grand slam after defeating second seed Justine Henin 6-4 6-4 in
the 2006 U.S. Open final

Beats Ana Ivanovic of Serbia 7-5 6-3 in 2008 to win her third grand slam title, and
first Australian Open

Regains number one ranking by beating Petra Kvitova in the French Open semi-
finals in 2012 before defeating Sara Errani 6-3 6-2 in the final to complete her
collection of grand slam trophies

Wins a silver medal in her Olympic debut at the 2012 Games in London

Wins fifth grand slam title at 2014 French Open.

MARKETING STRATEGY OF MARIA SHARAPOVA

When an athlete fails a drug test, we are conditioned to expect an angry denial
followed by a litany of excuses detailing how there is no way the test could be
accurate. For e.g. Lance Armstrong, Barry Bonds, Roger Clemens, Marion Jones
and Alex Rodriguez.

Sharapova was honest & admitted that she had tested positive for Meldonium
a drug that is used to improve blood flow to the body tissue. It is not FDA
approved in the United States, but is legal to prescribe in Lithuania and her
native Russia. Sharapova has been taking the drug for the past ten years.
However, it was added to the World Anti-Doping Association (WADA) 2016
banned list.

I did fail the test, and I take full responsibility for it, said Sharapova
at her a press conference where she read a statement and fielded
questions from the media.
SWOT ANALYSIS

STRENGTHS:

Maria Sharapova is the leading brand in sports industry when it comes to talent
and beauty
Defeated Serena Williams at age of 17 and won biggest grand slam title
Wimbledon

She has a strong sales team of IMG which manages her daily activities and
Eisenbud himself manages the endorsement activities of Maria Sharapova and
makes sure she gets the best of everything

Audiences have easily recognized her name and her reputation as she was
amongst the sixth most searched sports celebrity on Google after winning the
Wimbledon title

The Sharapova team relationship is based on trust and mutual understanding as

they make decisions on the basis of consensus and support from her family and
friends.
SWOT ANALYSIS

WEAKNESS:

Due to the initial career development of Maria Sharapova, it is difficult for IMG to
focus more on endorsement deals because she does not have to portray herself
as a celebrity, but instead she has to develop an image as a sports athlete.

As Maria Sharapova has to be selective in choosing the brands that reflect her
image, therefore it would reveal low revenues as compared to those brands who
are willing to choose Maria Sharapova in their brand endorsement deals.

OPPORTUNITES:

The more tournaments are won by Maria Sharapova would earn her a positive
brand image which ultimately result in higher chances of increased brand
endorsements and other offers

Focus on her career development instead of endorsement deals

which would allow Maria Sharapova s brand image to increase
and revenues to multiply when she gets hold of the game and
can focus on endorsements.
SWOT ANALYSIS

THREATS:

Due to the increased talent across the globe, many players have emerged that
could be compared with the class of Maria Sharapova in terms of her talent for
tennis and also in terms of beauty

Any verbal abuse, assault or failing the dope test would decrease the credibility of
Maria Sharapova in the eyes of her audience and followers, which would also
contribute towards less endorsement opportunities provided by big companies

Many endorsement activities may affect the performance of Maria Sharapova,

which might result in the decline of her performance