For tennis fans in Australia and across the globe, the ascent of Elena Micic and the enduring legacy of Maria Sharapova offer a fascinating study in the evolving landscape of women’s tennis—on and off the court. As Micic emerges as one of Australia’s brightest young stars, her journey is often measured against the towering shadow cast by Sharapova, the Russian prodigy whose influence stretches far beyond her Wimbledon triumph at age 17. Together, their stories illuminate how modern tennis careers are shaped not just by athletic prowess, but by financial acumen, brand-building, and the ability to adapt in a rapidly changing world.
Elena Micic’s story begins in Caroline Springs, Victoria, a suburb of Melbourne, where she picked up a tennis racquet at just three years old. According to reporting on her career, Micic’s early fascination with the sport quickly became a passion. By age five, she was training daily, her sights set on emulating her idol, Maria Sharapova. That inspiration proved more than fleeting; Micic’s competitive spirit and work ethic became the hallmarks of her game as she moved through local clubs and onto the international junior circuit.
By 2022, she was making her mark at the Australian Open Juniors, representing Serbia—her family’s homeland—in both junior and team competitions. Her technical foundation, honed by Serbian coaches, emphasized discipline and adaptability, particularly on hard courts where her athleticism and mental resilience set her apart. It’s a style reminiscent of Sharapova’s own aggressive baseline play, and it’s paid dividends for Micic in the professional ranks.
Turning pro in 2021, Micic wasted little time making an impact. Her breakthrough came in 2024, when she debuted in the WTA Tour main draw at the Adelaide International, a significant milestone for any young player. That same season, she captured her first $50,000 doubles title in Montemor-o-Novo, Portugal, alongside partner Alana Parnaby. By 2025, Micic had reached a career-high singles ranking of No. 349 and a doubles ranking of No. 231. This year alone, she competed at the Australian Open and in several Australian ITF tournaments, amassing nearly $62,836 in prize money and bringing her career total to $98,816. Her win-loss record for 2025 stands at 14-20 in singles and 17-18 overall—a testament to both her growth and the fiercely competitive nature of the tour.
Micic’s estimated net worth now sits at $200,000, with tournament prize money forming the bulk of her earnings. While that figure pales in comparison to the fortunes amassed by tennis’s biggest names, it reflects the challenging economics of life on the lower rungs of the professional circuit. Yet, for Micic, the journey is about more than just the numbers. "I started playing tennis because I loved the game," she has said, echoing the sentiment of countless young athletes before her. But unlike many, she’s been able to translate that passion into tangible results—both for herself and for the Serbian national team, where she’s represented her country at various age-group levels.
Micic’s rise has not gone unnoticed. Her aggressive two-handed backhand, tactical court awareness, and ability to control rallies have drawn praise from coaches and commentators alike. Her coaches, several of whom hail from Serbia, have played a crucial role in shaping her technical and mental approach, encouraging her to adapt her game for different surfaces and opponents. "Discipline and tactical development are everything," one coach remarked, highlighting the rigorous preparation that underpins her success.
While Micic’s star is on the rise, the standard for off-court success was set long ago by Maria Sharapova, whose career arc has become a blueprint for the modern athlete-entrepreneur. Sharapova, now 38, burst onto the scene with her stunning victory at Wimbledon in 2004 and went on to become the richest active female tennis player for 11 consecutive years, according to Forbes. Her net worth is now estimated at $220 million, a figure built not just on Grand Slam glory but on a dizzying array of endorsements and business ventures.
During her playing days, Sharapova inked deals with Nike, Gatorade, Porsche, Tiffany & Co, Tag Heuer, Evian, Motorola, and Land Rover, among others. She reportedly earned $300 million from off-court endorsements alone. Even a 2016 doping sanction for testing positive for meldonium did little to dim her marketability; Sharapova rebounded with post-career deals involving Stella Artois, Aman Hotels, Hastens, and Dubai-based trading provider CFI.
Sharapova’s business acumen extends far beyond sponsorships. She studied management and leadership at Harvard Business School during her 2016 hiatus and quickly established herself as a shrewd investor. Her early stake in sunscreen brand Supergoop! paid off handsomely when Blackstone acquired the company for $750 million in 2021. Her investment portfolio now spans women-centric ventures like Cofertility, home gym system Tonal, men’s shoe label Wolf & Shepherd, crypto wallet MoonPay, and the investing platform Public.
Sharapova’s entrepreneurial spirit is perhaps best exemplified by her foray into the world of candy with Sugarpova. Launched in 2012, Sugarpova quickly became a global sensation, selling five million bags by 2016 and generating $25 million in annual turnover. The brand expanded into over 30 countries and partnered with sbe hospitality to bring its confections to hotels worldwide. Sharapova’s relentless promotion of the brand—she even considered changing her name to Maria Sugarpova for the US Open—underscored her commitment to success beyond tennis.
Yet, not every venture has been a home run. Sugarpova quietly ceased operations by 2021, its US trademarks lapsing in April 2024. Some of Sharapova’s other advisory roles, such as with Naked Retail and Bright, didn’t pan out either. Still, her willingness to take calculated risks has cemented her status as a business leader. She now serves as an independent director at Moncler Group and remains a fixture at high-profile events, including Bloomberg’s Power Players Conference in New York in September 2025.
For Micic and her generation, Sharapova’s journey offers both inspiration and a roadmap. The days when athletes could rely solely on prize money are long gone. Today’s stars must think like entrepreneurs, leveraging their platforms to build lasting wealth. As women’s tennis continues to evolve, the paths of Micic and Sharapova remind us that success is measured not just in titles, but in the ability to adapt, innovate, and leave a mark that endures long after the final point is played.
With Micic’s career just beginning and Sharapova’s legacy still unfolding, the next chapter of women’s tennis promises to be as dynamic and unpredictable as ever.
