Despite admitting to taking a performance enhancing drug, Maria Sharapova’s U.S. popularity has not fallen precipitously, according to polling data from research firm Repucom. Sharapova’s trustworthiness score fell 10% from before her admission, data from Repucom shows. That is the smallest drop among athletes that have in recent years faced scandal, with the next smallest drop 16% for Patriots QB Tom Brady, according to Repucom. NFL free agent Ray Rice fell 51% and cyclist Lance Armstrong fell 47%. Dominic Curran, head of sports marketing firm Synergy’s U.S., operations, said the small drop likely was tied to her forthright admission. “The first time we heard about it, everyone thought it was about retirement, so she was able to manage the news and be very transparent -- including some of her sponsors and fellow athletes coming quickly to her defense,” he said. “This is what sets her apart so far from the others.” That is not to say Sharapova has not fallen. Before the news, she ranked 4th in Repucom’s Celebrity DBI index of most popular female athletes. Now she resides at seventh. Still, her DBI score fell only 2% since the PED disclosure, though that was enough to drop her to seventh. The polling data is for the U.S. only. Repucom has not yet updated its global data, which before the PED admission had Sharapova as the top female athlete (Daniel Kaplan, Staff Writer).
BLONDES DO HAVE MORE FUN: ESPN’s Stephen A. Smith noted Sharapova makes more in endorsement money than fellow tennis player Serena Williams and said, “Tell me what excuse Madison Avenue, the United States of America or the world over has for Maria Sharapova being more marketable than Serena Williams? ... I’m just addressing the point that globally ... they say Maria Sharapova earns more money, marketing-wise, than Serena Williams. How?” ESPN’s Skip Bayless: “The obvious ‘how’ is she’s a pretty blond woman. That’s life” (“First Take,” ESPN2, 3/15).
