Addleshaw Goddard turns to golf to boost its brand

Addleshaw Goddard has signed a three-year deal to sponsor the Genesis Scottish Open, one of professional golf’s top events, in a bold brand push by the firm.

AG will become the tournament’s first Official Legal Supporter, linking its name to one of the DP World Tour’s flagship events. The Scottish Open is part of the Rolex Series and serves as a curtain raiser to The Open Championship.

The tournament has been previously won by the likes of Rory McIlroy and Justin Rose and sits just ahead of The Open in the golfing calendar - making it one of the sport’s most visible events outside the majors.

Alan Shanks, head of Scotland at AG, said the deal would add further weight to the firm’s presence in the market while giving it exposure to an international audience. “The Genesis Scottish Open is one of the most high-profile and prestigious events in Scotland and is the perfect fit and alignment with the AG brand,” he said.

Scotland focus

The sponsorship lands as AG doubles down on Scotland. The firm has been expanding its footprint in the country, increasing office space in Glasgow and Edinburgh as part of a broader office shake-up.

Announcing the moves last year, the firm said Scotland revenues had climbed 17% for the 2023/24 financial year - its seventh consecutive year of double-digit growth. AG employs more than 300 people across Edinburgh, Glasgow and Aberdeen.

Sports and the legal brand

AG is the latest legal name to turn to golf as a branding boost.

Legal AI company Legora recently signed a sponsorship deal with PGA Tour player Ludvig Åberg, while Eversheds Sutherland has partnered with reigning US Amateur champion Mason Howell.

Those deals, however, are unlikely to rival one of the more audacious law firm branding exercises in recent years. Last year, national firm Hill Dickinson agreed to sponsor Everton’s new Premier League stadium, in a deal reported to be worth as much as £10 million annually.