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SBD Global/April 23, 2013/Marketing and Sponsorship

Maria Sharapova Signs Three-Year Deal To Become Porsche's First Global Endorser

Maria Sharapova becomes Porsche's first global endorser.
Tennis player Maria Sharapova has signed a three-year deal with Porsche to endorse the automaker. The agreement will see her participate in a global communications campaign (Porsche). ESPN's Darren Rovell noted the sponsorship marks Sharapova's "second car deal." Sharapova, who is repped by IMG, signed with Land Rover in '06, but "was lost in the shuffle when Ford sold the brand less than two years later." It is "surprising" that Porsche's "first ever global endorser would be a woman." The automaker is "dominated by male buyers," as research from shows more than 88% of Porsche 911 buyers "are men." However, part of Sharapova's "lure is that she appeals to both men and women." She earns around $20M annually in endorsements, including deals with Nike, Cole Haan, Evian, Tag Heuer and Samsung (ESPN, 4/22).
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