Maria Sharapova decides not to change name to “Sugarpova”
August 20, 2013 3:18PM
Maria Sharapova In Paris For The French Launch Of Her Sugarpova Candy Collection At Colette
Updated: September 22, 2013 6:29AM
Tennis star Maria Sharapova has soured on what seemed like a sweet marketing stunt.
Sharapova, considered having her last name legally changed to “Sugarpova” during next week’s U.S. Open to plug her Sugarpova candy company.
But the tennis star’s agent, Max Eisenbud, told ESPN the idea proved to be too difficult.
“Maria has pushed her team to do fun, out-of-the-box-type things to get the word out about Sugarpova,” Eisenbud said. “But, at the end of the day, we would have to change all of her identification, she has to travel to Japan and China right after the tournament, and it was going to be very difficult.”
According to the Sugarpova website, “Sugarpova is a premium candy line that reflects the fun, fashionable, sweet side of international tennis sensation Maria Sharapova.” The candies come in brightly-colored bags and tend to be sold in high-end department stores.
Sharapova should know the benefit of effective marketing. Forbes magazine named her the world’s highest-paid female athlete in 2012 with $29 million in earnings, $23 million of which came from endorsement deals.