Wimbledon champion, Andy Murray will have a new name when next Summer's tennis comes to SW19.
The dunblane born player will change his name by deed poll to become Andy Murray's-deep-fried-Mars-bars for the duration of the tournament.
This move by the British Number 1 is following Maria Sharapova in her current proposals to create world domination in the confectionary selling stakes' by changing her name to Sugarpova for the 2013 US Open in an effort to shift more stock in her burgeoning business.
A tennis brand watcher explained, 'Brand building is what is important to all of them now. The only role tennis is good for is to create a platform for top players to sell more of their stuff and get even more rich than they are now'.
A spokesman for a large player management agency added, 'We'd advise all aspiring juniors and up and coming players to identify the opportunity markets across all products early. Make sure as your ranking rises, you'll be ready to milk your sport for all it's worth with promotion of your brands while you are on court playing matches.'
The Mens' and Women's tours have denied rumours that ball boys and girls at tournaments will be forced to dress up as mascots representing the on court players' brands, including, in Sugarpova's case a pair of Bassetts Allsorts.