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SBD/August 20, 2013/Marketing and Sponsorship
Sugar & Spice: Sharapova Drops Idea About Changing Name To Promote Line Of Candy
Published August 20, 2013
GOING DOWN A BAD ROAD: ESPN's Jemele Hill called Sharapova's potential name change "disgraceful" and said she is "better than ... a cheap ploy for attention." Hill: "As an accomplished female tennis player, do I really want people calling me Sugarpova? She may only get this name change for a few weeks, but that's sticking. ... I don't know if I would want my brand to be that because it's already hard enough for women athletes to be taken seriously. So this strikes me as something that's making it that much more harder." ESPN's Adnan Virk said this would be "something for a player who's trying to make a name for themselves." However, Sharapova is a "major player ... and probably doesn’t need this kind of a parlor trick." Hill said, "This is another one of those things that kind of separates Serena Williams from everybody else. Can you imagine her being Sugar Serena, Serena Sugar? Not going down, not how she thinks" ("Mike & Mike," ESPN Radio, 8/20). The N.Y. Times' Christopher Clarey tweeted, "Sharapova name change story reads like something out of The Onion." ESPN's Michele Steele tweeted, "Sharapova has always done a fine job staying classy with her marketing. This is not classy. Fans would boo her for it."