Sugarpova is sweet, but tennis player Maria Sharapova won’t be changing her name for the US Open. Maria Sharapova did give the name Sugarpova “serious consideration.” Maria Sharapova’s agent, Max Eisenbud, told ESPN that “after serious consideration” Grand Slam winner Maria Sharapova won’t change her name for the US Open to reflect her candy company Sugarpova.

Maria Sharapova is well aware that changing her name to Sugarpova would be a great public relations move for the company and she also knows that submitting a name change in Florida would cost almost nothing. Maria Sharapova wouldn’t even need a lawyer.

Maria Sharapova is on the tops of the list of the world's highest-paid female athletes. Maria Sharapova has been the world’s highest-paid female athlete for the ninth year in a row, so the money wouldn’t be a problem, but the almost Maria Sugarpova didn’t submit a request for a name change at the Florida Supreme Court, as published reports said.

The Hillsborough County Circuit Court clerk’s office told one media source that “a name change has to be approved by a judge after all the necessary paperwork has been filed, which includes finger prints and a background check. That can take months.” Neil Harman reported that Maria Sharapova was considering a “quickie name change,” but that is not legally possible.

What the Sugarpova ploy did accomplish was getting magazines that don’t write about tennis to write about Maria Sharapova. and Managing Director of Octagaon First Call David Schwab, who is a celebrity branding consultant says “They’ve accomplished 100% of their goal already. They’re making reporters call the Supreme Court of Florida for comment.”

But will it sell more Sugarpova candy? Frank PR CEO Graham Goodkind says yes, “It didn’t cost anything, it dominated the news agenda, and it did more than any multimillion dollar ad campaign would have. Will it translate to sales? Too early to tell. It certainly didn’t do [her] any harm.”

Maria Sharapova introduced the Sugarpova candy line to the public in 2012. Sugarpova sold 1.8 million bags of candy at $5.99 a bag. Sharapova’s agent, Max Eisenbud, has not yet made any comments.