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SBD Global/August 22, 2013/Marketing and Sponsorship
Maria Sharapova's Name-Change Ploy To Promote Business Receives Mixed Response
Published August 22, 2013
PUBLICITY STUNT: ESPNW's Jane McManus wrote an "actual publicity stunt like that is beneath" Sharapova. It is "not as if she is trying to establish herself and needs a publicity bump." Sharapova's name "means something -- persistence and a will of steel, a single-mindedness that is both off-putting and admirable." McManus: "What is Sugarpova? It's the definition of selling out" (ESPNW, 8/20).
AT LEAST SHE WAS BEING UPFRONT: In London, Marina Hyde wrote there was a "certain admirable frankness to Sharapova's money-dash," and her name-change idea "would at least have the virtue of being honest." Hyde: "The sheer artless hilarity of Sugarpova would still be preferable to the stealth trolley dashes that go largely unchided. Do recall that amazing moment when Andy Murray won the U.S. Open last year, and the unedifying spectacle of him appearing to celebrate it not by crowd surfing his way up to the players' box, but by searching frantically for his sponsored watch" (GUARDIAN, 8/21).