Sugarpova brand, owned by Maria Sharapova, is getting bigger and bigger after the chocolate line was launched last year. The chocolate tablets will be sold in more than 50,000 locations by the end of 2018, which will bring Sugarpova brand to be as worth as $20 million in the next few years.
The "key" of all this process is also Max Eisenbud, Sharapova´s long-time agent at IMG, who admitted how launching chocolate line was a ´game changer´ for them because it is obviously being successful and the price is accessible to everyone: the premium chocolate line has four different flavours and the price is between $4 and $5 per unit.
But that´s not the only "weapon" of Sugarpova, that was created in 2012 by Sharapova through a €500,000 investment. Up until 2016, it "only" sold chewing gums. Obviously her popularity helped a lot to make Sugarpova known to the world straight away, especially because the Russian player had 23 million followers on Facebook, Twitter and Instagram combined.
´Social media is Maria’s secret weapon and she has integrated the candy in her social media,´ said Pat Kenny, managing director of Traub Consumer, that has been handling Sugarpova since 2014.
´One of the things that buyers or chains like 7-Eleven really like is that her fans will go to a store to get the candy when you geotarget the actual distribution. So that’s been a great element of support.´ Story by FORBES ALSO READ: David Haggerty: ´Many younger players learned from Sharapova´s case´ 4) Anastasia Pavlyuchenkova vs.
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