Maria Sharapova to become ‘Sugarpova’ for US Open

Maria Sharapova is in a race to try and change her name to “Sugarpova” ahead of this month’s US Open in an attempt to raise the profile of her fledgling candy range.

Sugarpova-Campaign-2013_460
Maria Sharapova is hoping the temporary name change to Sugarpova will raise the profile of her fledgling brand.

The tennis ace has reportedly approached the Florida Supreme Court about a temporary name change. The 26-year-old, who will also sport the “Sugarpova” brand’s logo on her Nike-sponsored kit during the tournament, is hoping to use the American Grand Slam to generate buzz for the confectionery range ahead of plans to expand to clothing and cosmetics.

The tennis ace launched the brand in the US and has since introduced it to other markets including the UK. Sharapova launched a marketing push earlier this year ahead of the Wimbledon tennis championship that saw her offer Twitter followers exclusive discounts on the sweets and take part in a string of PR initiatives.

Sharapova, who is sponsored by brands including Porsche, Evian and Samsung, was recently rated the highest-earning female athlete in the world by Forbes with total career earnings of $26m (£17m). She is also rated by the business magazine as the 22nd highest paid athlete in the world.

Sharapova is the latest athlete to look to change their name for commercial gain. In 2005, Snooker veteran Jimmy White changed his name to Jimmy Brown as part of a sponsorship deal with HP Sauce. Elsewhere, Paddy Power has changed the names of Farnborough FC players to famous footballers such as David Beckham and Pele after agreeing to sponsor the Conference South side earlier this year.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here