Getting the right profile

The Commonwealth Games were a huge success for British competitors and the City of Manchester.

It was also a good event for Addleshaw Booth & Co, which through its sponsorship-in-lieu-of-fees deal managed to bag the sort of profile generally unheard of for a law firm.

Indeed, this summer has seen a flurry of law firm sports-orientated sponsorship gambits that have - regardless of their promotional effectiveness - thrown up some amusing images.

For example, the sight of the Addleshaws marketing executive leading guests through the throngs gathered along the Manchester pavements for the finish of the marathon.

In the best traditions of holiday tour guides she held aloft a 'lollipop' sign boldly proclaiming 'Official Lawyers', a phrase which elicited predictable responses from the more jaded Mancunians.

Likewise, one can only imagine the difficulties the English lawyers at recently merged Mayer Brown Rowe & Maw faced in explaining the merits of banner sponsorship at Lords to their new American partners.

In fact, one of the hidden costs of law firm marriages emerged as the expanded name must have cost MBR&M double in advertising space.

Sponsorship fever has even spread to the smaller provincial firms, as Graysons in Derbyshire has forged new ground by having its name splattered across one of the stands at Chesterfield FC.

Does sponsorship make a difference? It certainly adds to the useful impression of lawyers being part of the community.

Does it result in increased instructions? Well, which half of any advertising budget works?