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.