Why Did Nike Drop Maria Sharapova So Quickly?

By Schouten, Lucy | The Christian Science Monitor, March 8, 2016 | Go to article overview

Why Did Nike Drop Maria Sharapova So Quickly?


Schouten, Lucy, The Christian Science Monitor


Several companies dropped their sponsorships with the speed of a strong back-hand after one of the world's most successful female athletes Maria Sharapova announced she failed a drug test.

On Monday, the tennis star acknowledged she was taking a performance-enhancing drug during a Jan. 26 drug test at the Australian Open, Sports Illustrated reported. Ms. Sharapova tested positive for meldonium, which was added to the banned substances list on January 1. Sharapova claims that she has been prescribed the drug by her doctor since 2006.

Many of those awaiting the announcement had assumed she would announce her retirement after an injury forced her to withdraw from a recent competition in Palm Springs.

"I know many of you thought I would be retiring today, but if I was ever going to announce my retirement, it would probably not be in a downtown LA hotel with this ugly carpet," she said in a press conference, looking down at the floor.

Nike was quick to cut ties with the star, who the sportswear company has sponsored since she was 11 years old, perhaps remembering the public backlash that has accompanied its earlier attempts to stay loyal to controversial athletes who dabbled in performance-enhancing drugs.

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

Companies have learned to respond more nimbly to scandal than they did even five years ago because of the quickening media climate, the BBC reported.

Nike, in particular, has become "proactive" about severing ties with athletes who appear likely to hurt its image after scandals impacted the company adversely. It has been "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," Paul Swangaurd, from the Warsaw Sports Marketing Center at the University of Oregon, told the BBC. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Why Did Nike Drop Maria Sharapova So Quickly?
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.