When Maria Sharapova launched Sugarpova in 2012, it was hailed as one of the most promising athlete-driven business ventures in sports. At the height of her tennis career, the Russian superstar, who was then one of the highest-paid female athletes in the world, poured part of her wealth, energy, and branding power into a quirky idea: premium candy with personality.
A sweet beginning
Reports from the time suggested Sharapova invested around $500,000 of her own money to launch the brand. The concept was playful but strategic: bright packaging, bold flavors, and a cheeky lipstick-kiss logo. Unlike generic supermarket candy, Sugarpova positioned itself as a premium confectionery, sold at upscale retailers, airports, and boutique shops.
The investment paid off. Within two years, Sugarpova was distributed in 30 countries, grossing millions in sales. It became a fixture at Grand Slam events, where Sharapova often promoted it. In a saturated candy market, her star power made all the difference.
By 2013, the story of her considering a temporary legal name change to Maria Sugarpova for the US Open—even if it never happened—cemented the brand in pop culture headlines.
From peak to fade
For several years, Sugarpova seemed like a textbook success. It expanded into chocolates and launched online sales. Sharapova spoke of building it into a lifestyle brand, even branching into apparel. But cracks started to appear after 2016, when her career was disrupted by suspension and injuries.
Although the company survived those years, the momentum never fully returned. By 2021, Sugarpova’s social media fell silent, its website went offline, and the products quietly disappeared from store shelves. The U.S. trademarks for its candy were allowed to lapse by April 2024, suggesting the brand was no longer being maintained.
Why did it end?
Sharapova never issued a formal announcement about closing Sugarpova. Instead, the business seemed to quietly wither away, without a press release or farewell note to its fans. Several factors likely contributed:
- Sharapova’s shifting focus: After retiring from tennis in 2020, she turned to venture capital and wellness startups, including her investments in companies like Therabody and Bala.
- Market challenges: The premium candy sector is fiercely competitive, with thin margins and high distribution costs. Without constant celebrity promotion, maintaining visibility is difficult.
- Personal priorities: Sharapova became a mother in 2022, and her lifestyle shifted away from traveling the globe and promoting consumer goods.
In short, Sugarpova was a passion project that helped her learn the ropes of entrepreneurship, but not a business she was willing to sustain long-term.
The silent death
The brand that once made candy glamorous is now just a footnote in Sharapova’s multifaceted career. This athlete’s venture didn’t collapse in scandal or financial disaster; it simply faded into obscurity. The Sugarpova Instagram page remains online with 39.9K followers, but its last update dates back to October 2021. Still, fans often stop by, wondering whether the brand is still active. (photos: Jimmie48)
