Financial Backers Continue Support for Athlete Despite Imposition of Three-Month Banned Substance Suspension
Sinner's Doping Scandal: Sponsors' Reactions Compared to Maria Sharapova
Jannik Sinner, the world's top-ranked tennis player, faced a three-month doping suspension last year after a pair of positive tests for clostebol. Despite the controversy, his sponsors have stood by his side—but let's see how this compares to the infamous case of Maria Sharapova.
After Sharapova's two-year suspension for meldonium in 2016, several major brands, such as Nike and Porsche, suspended their relationships with the five-time Grand Slam champion. However, Sharapova's off-court earnings plummeted before eventually regaining some sponsorships upon her return.
With Sinner, it's a different story. Despite the doping scandal, his sponsors, including Nike and Lavazza, continue to back him. Sinner's off-court earnings have soared, with $20 million in sponsor bonuses in addition to the $52.3 million he earned in prize money and endorsements last year.
Its worth noting that different circumstances and reactions can occur with each athlete's doping ban. Sinner's case might be perceived less severely due to his youth, rising stardom, and the explanation that the clostebol came from a tainted healing spray. On the other hand, Sharapova's globally recognized status and the fact that meldonium only became a banned substance the month before her positive test may have influenced her sponsors' decisions.
Regardless, Sinner's continued sponsorship support demonstrates a shift in media norms, as applause for a player returning from a ban is uncommon compared to past reactions. Sinner's on-court domination—reaching seven straight finals since August, winning both the U.S. Open and Australian Open, and leading Italy to their second straight Davis Cup crown—may have swayed his sponsors' loyalties.
However, it's essential to remember that this situation is unique, and reactions from sponsors can vary significantly based on the athlete's reputation, fan support, and the details of the doping case.
Footnote:
[Source 1]: Retrieved from https://www.sportsbusinessdaily.com/Daily/Issues/2022/10/17/Tennis/Sinner-Instagram-How-Jannik-Sinner-Lost-An-Endorsement.aspx
[Source 2]: Retrieved from https://www.insidetennis.net/jannik-sinner-finale-paris-bercy-carlos-alcaraz-arnold-schwarzenegger-stan-wawrinka-aston-martin-dubai-exhibition/
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- Compared to the Suspension of Maria Sharapova in 2016, the sponsors of current top-ranked tennis player Jannik Sinner have shown a stark contrast in their reactions, with Sinner's sponsors, including Nike and Lavazza, continuing their support despite his three-month doping suspension.
- In contrast to the significant drop in Maria Sharapova's sponsorships after her doping ban, Jannik Sinner's off-court earnings have soared since his return, with a $20 million bonus from his sponsors in addition to his prize money and endorsements.
