Beckham Products Go To China Real Sociedad Extends Deal With Qbao EPL May End Title Sponsorship Budweiser To Launch Dream Goals Spot Marketplace Roundup Nike Signs Gatlin To Sponsorship Deal Telstra Partners With Four A-League Clubs Spanish National Team Losing Cache Chelsea Drops CWM FX From Sponsor List Marketplace Roundup
Enter amount in full numerical value, without currency symbol or commas (ex: 3000000).
Upcoming Conferences and Events
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).