“Brand Sharapova appears to have done a good job surrounding the positive drugs test which led to her 15 month suspension from competing. While her reputation may still be in question within the sport, as her peers continue to voice concerns most recently about whether it is right for Wimbledon to give her a wild card, there is no doubt major sponsors are still attracted to her star quality.
“A few big victories could see the sponsorship and lucrative advertising deals come flooding in for Sharapova. From an insurance perspective, Wimbledon’s wild cards are often more straight forward to insure for Disgrace cover as their previous behaviour and associated media coverage is often part of the attraction to sponsors. The stars that have yet to blot their reputation, are considered more of a high risk for Insurers as it can take just a minor incident to force a sponsor to withdraw support. In all cases of disgraceful behaviour, the sponsor will need to demonstrate to the Insurer that any unforeseen behaviour could risk bringing their brand into disrepute, thus providing sufficient evidence to trigger the policy”.
For further information, please contact Joe Addison, Head of Entertainment & Hospitality Practice, on 404-220-7442.