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Sharapova. Action Images

So Maria Sharapova wants to change her name to 'Sugarpova'...

Is this the future of sports marketing?

RUSSIAN TENNIS STAR Maria Sharapova is reportedly considering changing her surname to Sugarpova.

The former world number one wants her new moniker to reflect the name of the sweet company that she owns.

The change, which will only be temporary for the duration of the US Open, will require the approval of Florida’s Supreme Court if the 26-year-old is to compete at the final grand slam event of the year under her new guise.

As well as the change of name, Sharapova would also wear the company’s logo, a pair of red lips, on her clothes while competing in New York, according to The Times.

Sharapova is likely to need the go-ahead from the Grand Slam Committee if the plans are to be put in place, with the tournament getting under way next Monday.

It will be Sharapova’s first competition since splitting from coach Jimmy Connors after just one match.

In a statement to Tennis.com, the one-time US Open winner said that the partnership was not the “right fit” at this time in her career.

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