I think you're both grossly underestimating how far ahead these things are planned in advance. I highly doubt Maria was like, "results are flopping, let's change my name to Sugarpova". STAHP.
Also, it's very easy for Max to circulate these rumours to the press, it's not like it's any attention or taking any time away from the courts. Do you honestly think Maria's losing sleep or energy over people speculating about a ridiculous name change?
She'll have been practicing for 10 days straight in NY before her first match, and she's currently hitting with the best hitting partner she's ever had. Calm yo tits for the time being.