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Maria Sharapova: Nike, Tag Heuer and Porsche distance themselves following drugs test | |
(about 1 hour later) | |
Sponsors have moved quickly to distance themselves from Maria Sharapova after the five-time Grand Slam tennis champion admitted failing a drug test. | |
Nike has suspended its relationship, while Tag Heuer has cut its ties. | |
Nike said it was "saddened and surprised" at her admission that she tested positive for a banned substance at the Australian Open in January. | Nike said it was "saddened and surprised" at her admission that she tested positive for a banned substance at the Australian Open in January. |
Ms Sharapova said she had been taking meldonium since 2006, on the advice of her family doctor. | Ms Sharapova said she had been taking meldonium since 2006, on the advice of her family doctor. |
She is one of the highest paid female athletes with earnings of over $30m last year from winnings and endorsements. | |
In addition to the moves from Nike and Swiss watchmaker Tag Heuer, German carmaker Porsche said it was "postponing planned activities" with Ms Sharapova until the situation became clearer. | |
Nigel Currie, an independent sports consultant, said brands would not have responded so quickly five years ago, but they now have to react faster in the modern, social media environment. | |
"They are paranoid about their image, and the slightest risk to their image, they run to the hills." | |
Are Sharapova and sponsors heading for break point? | |
Nike 'monitoring situation' | Nike 'monitoring situation' |
Maria Sharapova's relationship with Nike dates back to when she was 11 years old. | |
Nike said: "We have decided to suspend our relationship with Maria while the investigation continues. | |
"We will continue to monitor the situation." | "We will continue to monitor the situation." |
In 2010, the 28-year-old Russian tennis player signed a new eight-year contract with the US sportswear giant worth $70m (£49m) as well as a cut on sales of her own branded clothes. | In 2010, the 28-year-old Russian tennis player signed a new eight-year contract with the US sportswear giant worth $70m (£49m) as well as a cut on sales of her own branded clothes. |
Tag Heuer was in talks to extend its deal with Ms Sharapova, which ran out at the end of last year. | Tag Heuer was in talks to extend its deal with Ms Sharapova, which ran out at the end of last year. |
But the Swiss watchmaker said those talks had now been suspended and the company had decided not to renew the contract. | |
In 2014, Porsche named her as its first female ambassador and she signed a three-year deal with the car company. | |
That contract is due to end at the end of this year. | That contract is due to end at the end of this year. |
In a statement, the carmaker said: "We are saddened by the recent news announced by Maria Sharapova. Until further details are released and we can analyse the situation, we have chosen to postpone planned activities." | |
Ms Sharapova is also the face of Avon perfume, Luck, and the water company Evian. They have yet to comment on the matter. | |
Sponsors 'burned' | Sponsors 'burned' |
Paul Swangaurd, from the Warsaw Sports Marketing Center at the University of Oregon, said Nike's decision reflected a "new era" for the way sponsors deal with these issues. | Paul Swangaurd, from the Warsaw Sports Marketing Center at the University of Oregon, said Nike's decision reflected a "new era" for the way sponsors deal with these issues. |
Nike is taking a "very proactive approach", which resulted from "them being burned by a lot of athletes over the years, and growing impatient with putting so much investment behind athletes that potentially comes back to bite them in the court of public opinion". | Nike is taking a "very proactive approach", which resulted from "them being burned by a lot of athletes over the years, and growing impatient with putting so much investment behind athletes that potentially comes back to bite them in the court of public opinion". |
Last month, Nike dropped Manny Pacquiao after the boxer said homosexual people were "worse than animals". | Last month, Nike dropped Manny Pacquiao after the boxer said homosexual people were "worse than animals". |
The company also severed ties with cyclist and drugs cheat Lance Armstrong as well as athlete Oscar Pistorius, who killed his girlfriend. | The company also severed ties with cyclist and drugs cheat Lance Armstrong as well as athlete Oscar Pistorius, who killed his girlfriend. |
Failed test | Failed test |
Ms Sharapova tested positive for meldonium, a substance she said she had been taking since 2006 for health issues. | Ms Sharapova tested positive for meldonium, a substance she said she had been taking since 2006 for health issues. |
The International Tennis Federation (ITF) said she would be provisionally suspended from 12 March. | The International Tennis Federation (ITF) said she would be provisionally suspended from 12 March. |
Ms Sharapova said: "I did fail the test and take full responsibility for it." | Ms Sharapova said: "I did fail the test and take full responsibility for it." |
She said she had taken meldonium after being given it by her family doctor and had known the drug by the name mildronate. | She said she had taken meldonium after being given it by her family doctor and had known the drug by the name mildronate. |
"A few days ago, after I received a letter from the ITF, I found out it also has another name of meldonium, which I did not know," she said. | "A few days ago, after I received a letter from the ITF, I found out it also has another name of meldonium, which I did not know," she said. |
What is meldonium? | What is meldonium? |
It is meant for angina patients but athletes like it because it helps their endurance and ability to recover from intensive exercise. | It is meant for angina patients but athletes like it because it helps their endurance and ability to recover from intensive exercise. |
It is on the banned list now because Wada started seeing it in lots of samples and found it does have performance-enhancing properties. | It is on the banned list now because Wada started seeing it in lots of samples and found it does have performance-enhancing properties. |
It was on Wada's 'watchlist' for over a year and added to the banned list on 1 January. | It was on Wada's 'watchlist' for over a year and added to the banned list on 1 January. |
Made in Latvia, it is widely available - without prescription and at low cost - in many east European countries, but it is not licensed in most western countries, including the United States. | Made in Latvia, it is widely available - without prescription and at low cost - in many east European countries, but it is not licensed in most western countries, including the United States. |
It is thought that hundreds of athletes have been using it and there are a lot more cases in the pipeline. | It is thought that hundreds of athletes have been using it and there are a lot more cases in the pipeline. |