20 August 2013 - 9:44am | posted by | 1 comment

Sharapova to change name to Sugarpova during US Open in sweet marketing deal

Sharapova to change name to Sugarpova during US Open in sweet marketing dealSharapova to change name to Sugarpova during US Open in sweet

Russian tennis ace Maria Sharapova is to take the unusual step of changing her surname during the US Open, after striking a marketing deal with a confectionary producer.

This will see the star change her surname, temporarily, to ‘Sugarpova’ by asking the Supreme Court of Florida for a ‘quickie’ name change during the two week tournament.

On addition to her new moniker Sharapova will also sport a pair of bright red lips, the logo of the sweets brand, on her kit during matches.

Should her application be successful Sharapova will be referred to as Sugarpova during introductions, addresses and score read outs during the tournament.

It isn’t the first time that a sports star has changed their name to promote a product. Snooker ace Jimmy White once changed his name to James Brown in order to promote HP Sauce.

Don't miss out... Get your Marketing news by email

See all specialist newsletters

27 related companies from Profile Hub, The Drum's modern marketing directory:

Comments

20 Aug 2013 - 10:24
neilc12614's picture

In the spirit of sweetness (and pol-light-ness) maybe you should just change your 'confectionary' (first para) to confectionery, too? xx

0
0

Please sign in or register to comment on this article.

Latest Projects from the Profile Hub

East Coast – I Love Trains

22/09/2014
From 11-17 August East Coast Main Line are celebrating the...

Naming, Identity & Interior Design

22/09/2014
The Challenge To help two business partners with differing...

AVCA - The heart of African VC and PE

19/09/2014
The African Private Equity and Venture Capital Association...

BWP gets colourful with K3

18/09/2014
K3 approached BWP Group to help them design and build a...

dlc - Responsive website

17/09/2014
dlc is the UK’s leading, independent debt recovery firm,...