Maria Sharapova celebrates the one year anniversary of Sugarpova by launching Sugarpova Accessory Collection. Photograph: Craig Barritt/Getty Images for Henri Bendel
It doesn't always take a sex scandal (Tiger) or doping (Lance) for sponsors to fall out of love with their sporting protégés.
Over the past couple of days, Russian glamazonian and tennis player, Maria Sharapova has been attracting column inches for what can only be described as a publicity stunt. The world number three tennis player wanted to change her surname to Sugarpova for the duration of the US Open to help promote her Sugarpova candy line.
Sugarpova was launched just over a year ago. It's described as 'a premium candy line that reflects the fun, fashionable, sweet side of international tennis sensation Maria Sharapova'. The candy brand (which is soon to be joined by an accessories line) is currently only available at upmarket outlets across the globe.
That said candy doesn't feel like a natural extension of Sharapova's brand image – or any sports stars for that matter. In a country that is in the midst of an obesity crisis surely these public figures that are the epitome of health have a responsibility to promote something healthy? A line of protein bars or sports drinks would make more sense. With Sharapova's fashion sense both on and off court, accessories could also be a great brand fit, and it's worked well for sports stars in the past. Think of Michael Jordan's Air Jordan shoes for Nike, or retired cyclist Eddy Merckx's bike manufacturing business.
Sports stars have a rich history of changing their names for a variety of reasons. Cassius Clay changed his name to Muhammad Ali after he joined the Nation of Islam religious movement; snooker player Jimmy White changed his surname to Brown in a 2005 sponsorship deal with HP Brown Sauce; and apparently the entire Farnborough football team have changed their surnames to those of footballs greatest legends in a bid to secure a bit more sponsorship this year. Several sporting personalities have changed their names as promotional stunts, but it's important to remember that these are often carefully considered and managed changes, and that there is only ever one brand to promote.
Despite all this, there are a few of reasons as to why this Sugarpova name change idea is probably a bit of a stunt.
Firstly, to do something like this, surely Sharapova would need prior agreement from her sponsors'? Currently, she has six major sponsors and earnings of about $23m through endorsements (compared to $6m in salary/winnings). I don't imagine that Evian water would be overly thrilled with an endorsement from 'Miss Sugarpova' as she rehydrates on the tennis court; Nike would probably have to remake her personalised tennis kit for the duration of the name change; and it just seems too tacky a stunt to warrant her maintaining a relationship for the likes of Porsche and Tag Heuer. Upsetting one or two sponsors could lead to serious repercussions to her earnings, image and public perception.
Sponsors have a history of abandoning their wholesome sponsees as soon as they become embroiled in a scandal, be it performance enhancing drugs, sex addiction or inappropriate comments, as they fear the celebrity association will damage their business and reputation. This was apparent when news of Tiger Wood's extramarital affairs and car crash broke in November 2009. It didn't take long for sponsors to cancel contracts. He lost five sponsors, $50m in annual income, his place atop the world golf rankings and his marriage almost overnight. His actions are reported to have caused an estimated $5 - $1bn loss in shareholder value to the likes of Nike, AT&T and Gatorade.
Secondly, Sharapova is an American resident, not a citizen, so to change her surname, she needs the right paperwork, and for the request to go through a Supreme Court of law. I imagine this can be a fairly lengthy process, which won't be helped by the fact that everyone seems to be on holiday at the moment.
Finally, the whole thing begs to ask another question. The name Sugarpova was created by candy business veteran Jeff Rubin who has a minority stake in the company. So by changing her name to that of her brands, is Sharapova infringing Rubin's intellectual property and could he take home a slice of her earnings for the duration of the name change?
In an interview when the brand first launched, she mentioned "I wanted to own something – something 100% me. Where I make all the final decisions." Well, it's probably a good thing that her agent has said that "after giving the name change idea serious consideration, she had decided against it." For her sponsors and fans it's a relief to know that know not all her entrepreneurial decisions are final. Fortunately for Maria, all the press from floating the idea of changing her surname has generated plenty of buzz, and is bound to have boosted the candy brand. Plus it's probably given the commentary team at the US open something to talk about other than her unexpected withdrawal from the open, her recent form, and her rapid hiring and firing of Jimmy Connors as her coach.
Alice Merrick, Senior Consultant at The Brand Union
This copy is provided by The Brand Union , supporter of the brand marketing hub [1] [2]
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