From what I understand talking to the sky people..
I am living with my GF for 4 years now, not married yet, therefore different surnames.
The original contract was in my name. The sky people recommended me to cancel my subscription and get my GF to call sky and avail of the new subscription offer as a "new" customer....done!!
However what if you are married..well whats stopping your wife using her maiden name to make a new subscription..nothing illegal about that I don't think.
just my two cents...