Sporting legacy - will Freshfields' Olympic role yield long-term benefits?
Suzanna Ring asks whether the firm won more than branded taxis and lollipops from its £10m sponsorship
September 20, 2012 at 07:03 PM
6 minute read
Suzanna Ring asks whether the firm won more than branded taxis and lollipops from its £10m sponsorship
The closing ceremony of the Paralympic Games on 9 September did not just mark the end of the Olympic fever that gripped Britain over the summer. It was also the end of a PR exercise that defined one of the UK's most conservative law firms for the best part of a decade.
Freshfields Bruckhaus Deringer has been toasting its 2009 appointment as official law firm sponsor of London 2012 for the past three years with a series of themed press parties, revamped office lobby and lifts, new business cards and, of course, branded taxis during the Games.
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