Nike resumes support for Sharapova despite her ban

LONDON — Nike controversially announced the resumption of its relationship with Maria Sharapova on Wednesday night, despite her being banned for two years for doping.

The sportswear giant, which had suspended its multi-million dollar contract with the Russian, responded to the damning findings of an independent International Tennis Federation (ITF) tribunal by confirming it would “continue to partner with her”. Nike justified its decision on the basis Sharapova had been cleared of intentionally doping by taking meldonium, overlooking the panel’s findings that she used it to enhance her performance.

It said in a statement: “The ITF tribunal has found that Maria did not intentionally break its rules. Maria has always made her position clear, has apologised for her mistake and is now appealing the length of the ban.

“Based on the decision of the ITF and their factual findings, we hope to see Maria back on court and will continue to partner with her.”

Nike had been one of three sponsors to suspend or cut ties with Sharapova when she announced in March she had tested positive for meldonium. Its about-turn could bring a repeat of the backlash it suffered when it signed two-time drugs cheat Justin Gatlin, the American sprinter, last year.

Nike has a history of maintaining relationships with star athletes in situations that prompt other sponsors to sever ties, reported Bloomberg. The most famous cases include standing by basketball player Kobe Bryant and golfer Tiger Woods following much-publicised reports of infidelity. And after years of allegations that he used performance-enhancing drugs, Nike terminated a deal with the seven-time Tour de France winner Lance Armstrong only after his admission to using them.

A leading sports sponsorship and marketing expert earlier predicted the earnings of Sharapova, who was the world’s highest-paid woman athlete last year, were only going “one way”.

Tim Crow, CEO of Synergy sponsorship, told Telegraph Sport: “So many people thought she had pulled off a masterstroke with the initial press conference — which, incidentally, I am amazed that tennis let her get away with — but it turned pretty quickly when a lot of the tennis voices started to go against her, including that of Andy Murray, who talked a lot of sense, as usual.

“In terms of future earnings, I mentioned at the time that her recent endorsements had been all about her image. Now, her image has taken a huge dent and she’s not going to be on a tennis court, so her earnings are only going to go one way.”

THE DAILY TELEGRAPH