Maria Sharapova’s Sugarpova: A Candy Empire That Vanished Without a Trace

Maria Sharapova spent nearly ten years building Sugarpova, a confectionery company that became one of the most recognizable athlete-backed consumer brands of the 2010s. The project began as a playful experiment but quickly evolved into a serious international business, with products sold in premium retail chains across multiple continents. An Athlete Seeking Independence By the time Sugarpova was founded, Sharapova had already become not only a tennis champion but also a commercial powerhouse. Major endorsement contracts had turned her into one of the highest-earning athletes in the world. Yet financial success did not eliminate a persistent frustration common among celebrity endorsers — limited control. In 2011, Sugarpova LLC was officially registered in Florida. Sharapova became the sole owner, while her mother, Elena Sharapova, assumed a managerial role. The brand's name reflected both simplicity and marketing intuition: a fusion of "sugar” and the athlete's surname.