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-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
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
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
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
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