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Advantage Sharapova: Name Change Scrapped, But Publicity Lives On

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Maria Sharapova by Andrew Huse (Wikimedia Commons)

Maria Sharapova by Andrew Huse (Wikimedia Commons)

Just before the start of the 2013 US Open, tennis great Maria Sharapova announced plans to change her last name to Sugarpova to match her successful candy brand.

The idea was to temporarily change her surname in order to market her product during the two-week tournament and then change her name back to its original form once the Open was over.

The third-ranked women’s tennis player went so far as to file a name change petition with the Florida Supreme Court. Sharapova, who was born in Russia, has been a Florida resident for a decade.

But shortly thereafter, she (and/or someone on her marketing team) reconsidered, and she withdrew the petition. Sharapova’s agent, Max Eisenbud, cited potential travel difficulties in the decision to pull the request.

Sharapova began Sugarpova, a line of gummy candies, in 2012, and is reportedly looking to expand the brand into other goods such as purses and jewelry.

Even though Sharapova has decided against the name change, the publicity surrounding the idea certainly generated lots of buzz for her product. Sharapova pulled out of the US Open early because of bursitis in her shoulder.

What do you think of Sharapova’s name change move(s)? Ace or foot fault?

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September 9th, 2013 at 10:21 am

Posted in Name Changes

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