Maria Sharapova’s Wimbledon “pop-up” candy shop Sugarpova has proved popular with tennis fans but the sugary endorsement is being condemned by nutritionists.
Professor Tom Sanders, head of diabetes and nutritional sciences at King’s College London, told the Independent he was not impressed.
“I find sporting celebrity endorsements of unhealthy foods such as sweets and soft drinks reprehensible.
“The use of player’s clothing to promote cigarettes was outlawed almost 30 years ago – now it is time to crackdown on player endorsement of unhealthy foods.
Concerns over the candy were raised by the Independent with Sharapova’s agent, Max Eisenbud who denied Sugarpova targets children.
“If you look at the product, it’s very premium. There’s no aiming or targeted marketing towards kids…. It’s pretty expensive,” he said. “I don’t think kids are coming to buy Sugarpova, I think they buy other types of candy.”
While nutritionists might not like the Russian’s lolly line, the deal has been nothing but sweet for the former world number one who founded the premium confectionary line in 2012.
According to BRW the 27-year-old spent around $700,000 to establish the business which has since earned an estimated $6 million worth of worldwide sales.
BRW also reports that Sharapova’s off the court business acumen has made her the highest paid female athlete in any sport with estimated total earnings reaching $31.5 million in 2013.
Maria isn’t the athlete or celebrity to endorse a product that may be slightly questionable. Here are some other well-known faces fronting slightly off-brand advertising campaigns.
While Maria Sharapova is being slammed for endorsing her line of Sugarpova the Russian tennis star remains the world’s highest paid female athlete and her candy company has reportedly trebled in value over the past three years.
Eva Longoria was hired to sex-up Dine cat food.
Miranda Kerr did a little song and dance for Lipton Iced Tea in a bizarre ad for the beverage brand in Japan.
Glee star Naya Rivera appeared as a demanding girlfriend to popular candy characters, M&Ms but how could you not be completely content with a boyfriend made of chocolate?
Heidi Klum posed with a gigantic hamburger for fast food joint Carl’s Jr.
Megan Fox unleashed her inner geek for Intel Acer computers.
George Clooney used his brew-ding good looks to push coffee for Nespresso.
Who can remember when Delta Goodrem and ex-fiancé Brian McFadden did a Wii TV commercial.
Cricketer Shane Warne has been the face of men’s hair company Advanced Hair Studio for years.
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