Saturday, May 7, 2016

Maria Sharapova Is Still a Credible Endorser

Maria Sharapova
Has anybody doubted the resiliency of Maria Sharapova? Despite the issue regarding her failed drug test, Sharapova's brand is still holding up in the court of public opinion.

The most marketable female athlete in the world, the fallout from that failed test may have affected Sharapova's credibility as an endorser - and jeopardized some of her most lucrative deals. However, it could have been worse, according to her latest ratings on an independent index that measures consumer perceptions of celebrities in the U.S.

Sharapova's decision to go public for testing positive for the heart drug meldonium has limited some of the damage and means she could yet bounce back, says Matt Delzell - managing director of The Marketing Arm's celebrity talent group, which launched the Celebrity DBI in 2006.

She's still liked by more than 84 percent of U.S. consumers, compared to 88 percent last month. Her awareness score also remained flat, at around 70 percent.

"Overall, not as bad as it could have been but certainly pretty negative," Delzell said. "But staying flat on her appeal score I would consider a silver lining. She mitigated even more of a downfall by coming out and admitting it, owning it, apologizing for it and explaining herself. All of that helped lessen the blow."

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