after investigation I found temporary solution, while this feature will be supported nativly...
point is use replacement of project name in project file by maven plugin. (note: I couldn't use replacement by XPath, while project name is stored in root element)
<plugin>
<groupId>com.google.code.maven-replacer-plugin</groupId>
<artifactId>replacer</artifactId>
<version>1.5.1</version>
<configuration>
<quiet>false</quiet>
</configuration>
<executions>
<execution>
<id>xpath-in-replacements</id>
<phase>process-test-resources</phase>
<goals>
<goal>replace</goal>
</goals>
<configuration>
<file>\..\..\src\test\soapui\My-Soapui-project.xml</file>
<outputFile>\..\..\src\test\soapui\proccessedMy-Soapui-project.xml</outputFile>
<replacements>
<replacement>
<token>MyProjectName</token>
<value>MyRenamedProjectName</value>
</replacement>
</replacements>
</configuration>
</execution>
</executions>
</plugin>
...