Sharapova shows her class facing professional humiliation


The story has shocked the tennis world. Maria Sharapova admits charges of taking performance enhancing-substances after failing a drugs test during the Australian Open

The superstar deals with the career-threatening blow with remarkable panache. This week [March 7 2016] a hastily-arranged press conference attracts a huge gathering of media journalists from beyond the world of tennis. A ‘significant announcement’ is promised.

It was assumed that Sharapova was going to announce her retirement after increasing effects of injuries. We didn’t see what was coming.

A contrite superstar fronts up

Looking upset but controlled, the superstar announces that she has continued taking taken a substance for medical purposes that was placed on the banned list as recently as January.

She accepts the error contravenes the WADA guidelines. However mistaken, she accepts her guilt, while hoping that mitigating circumstances will lessen her punishment.

An example must be made

The sports world splits into those calling for the most severe punishment possible (pour encourager les autres) and those accepting her mitigating circumstances includes her honest admission of guilt.

From a business perceptive, she behaved in the approved fashion and demonstrated leadership abilities rarely seen when a PR crisis blows up.

women in business, Maria Sharipova, Tennis, sports management, WADA, drug abuse, Olympic Games 2016, crisis handling, leadership the business magnate

Sharapova was world number one in tennis, and is proving a world-beater in her business ventures. At one stage, with injuries holding back her tennis, a story developed that she was considering changing her name to Maria Sugarpova. I leave readers to decide whether that was branding candy floss. In any case, the Sharapova brand is highly successful. In 2012 her on-court earnings at $5 million were dwarfed by her endorsements of $20 millions.

Damage limitation

This is damage-limitation big time. Within days of her press conference, three of her lucrative sponsorship contracts were terminated.

She still receives support from her national sports organization in Russia, itself suffering serious allegations about institutionalized drug-taking. The intention is that Sharapova will be in the Russian tennis squad to compete in the Olympic Games in Brazil this summer.

Reckless beyond description

Dick Pound, the instigator of the bombshell of a report into drug testing recently, described Sharipova’s actions as reckless beyond description. Brilliant PR and communication skills sometimes are not enough to protect a train wreck from taking place.

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