“Youthful, Fun, Fresh”: Maria Sharapova Details How Sugarpova is Different from Other Candy Brands

Published 12/09/2020, 7:00 AM EST
Tennis player Maria Sharapova poses for the media as she is unveiled as car manufacturer Porsche’s new brand ambassador at the Porsche Museum on April 22, 2013 in Stuttgart, Germany. (Photo by Thomas Niedermueller/Getty Images)


The retired Russian tennis player Maria Sharapova is responsible for many sweet memories. These are not only filled with her great performances in tennis but also with her company called Sugarpova. The 33-year-old explained the brand story behind her guilt-free sweets and candies brand, which was started in 2013.

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Being a full-time entrepreneur at a very young age is not everybody’s cup of tea, but Sharapova has got the taste for it. Inspired by her childhood memories, she created the company to bring people closer to one another. While researching, the Russian learned that there was so much that was missing from the market, and she did her best to give people something more than just candies.

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“Significance when you carried it”: Maria Sharapova

Maria Sharapova of Russia practices ahead of the 2020 Brisbane International at Pat Rafter Arena on December 31, 2019, in Brisbane, Australia. (Photo by Tertius Pickard/Getty Images)

When you’ve been the number 1 tennis player in the world, you have a certain understanding of what high-quality means. Winning 36 titles in her two decades in tennis, Maria is the only Russian with a career Grand Slam. Much as she did with the sport, the 5 times Grand Slam winner wanted to hit an ace with her brand.

Maria said, “I wanted to create a youthful, fun, fresh approach to sweets and candy. And, I wanted to be approachable, but I wanted to feel elevated, so it had significance when you carried it or when you gifted it.”

“Feel like you’re a part of a friendship”: Sharapova

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Serena Williams of the United States shakes hands with Maria Sharapova of Russia after defeating her in her Women’s Singles first round match during day one of the 2019 US Open at the USTA Billie Jean King National Tennis Center in the Flushing neighborhood of the Queens borough of New York City. (Photo by Matthew Stockman/Getty Images)

Sugarpova seems to have become a go-to brand for holidays, special occasions, or even a rough day. Maria even explained what makes her candies different from her competitors. Maria had envisioned a brand that has a personal touch. “The real feeling about Sugarpova is you feel like you’re a part of a friendship,” the Russian expressed.

With its modern and creative design, there is no denying that the brand feels fun and fresh. She added, “You’re a part of a brand that you feel a connection with on a day where you just feel like you need a little treat.”

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Earlier this year, Sharapova announced that she would not compete as a professional tennis player any further. However, for tennis fans and strangers, she will continue to be an eternal part of many lives through her company. Maria also plans to extend the company to new business verticals.

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Purav Joshi

1142 articles

Purav Joshi is a Tennis author at EssentiallySports. Having a degree in Films, Television and Media Production, he guided his passion for writing and journalism into the sport of aces and rallies. With over 2 years of experience as a copywriter, Purav has authored over 500 tennis articles.

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