Maria Sharapova exits Australia Open in first round. Photo credit: Wikimedia commons

Nike got their money’s worth in terms of commercial air-time in the opening match of Australian Open 2010 — just not in terms of performance: The 2008 champion, Maria Sharapova, exited the tournament today as rain poured down at the Rod Laver Arena.

The famous Russian, who is seeded 14th in the world, has reached no worse than semi-finals in her past four appearances in the tournament. She was clearly disappointed when she was beat 7-6 (7-4), 3-6, 6-4 by fellow Russian, Maria Kirilenko, Bloomberg reported.

Sharapova recently signed the most lucrative endorsement contract by a sportswoman in history, an eight-year extension to her arrangement with Nike that is believed to be worth up to £43 million. Perhaps, not quite the kick-off Nike had planned with their star sportswoman. However, if there was any consolation for the former world No. 1 and Nike, it was that she was out on court for almost three and a half hours, which was plenty of air-time for the new dress she was wearing from Nike’s Maria Sharapova Collection, The Telegraph said.

On the men’s side, defending champion Rafael Nadal played unseeded Australian Peter Luczak, and needed a tiebreak in the first set after going down 5-3 to the amusement of the crowd. The popular No. 2 seeded Rafa ultimately won 7-6 (7-0), 6-1, 6-4.

Rated second favorite behind Roger Federer by some bookmakers, Andy Murray, seeded No. 5, advanced in straight sets (6-1, 6-1, 6-2) against South Africa’s Kevin Anderson. “I’m off to a good start,” said Murray, whose best performance in Melbourne is reaching the round of 16. “I hope I can go a little bit further this year,” Bloomberg reported.

US Open champion, Juan Martin Del Potro, the No. 4 seed, dropped the third set against unseeded American, Michael Russell, before advancing 6-4, 6-4, 3-6, 6-2.

Top rated world tennis ace, Roger Federer plays tomorrow.