Middletons is out to prove that there is a place for commercial law firms to ensure their brand reaches the community by this week reaffirming its partnership commitments with The Australian Open and The Sydney Writers Festival.
As the Australian Open prepares to enter its second week, Middletons is leveraging its participation as the official law firm of the event by providing legal advice on everything from sponsorship matters to broadcast issues.
It's the fifth year the firm has held such a title, and an association that managing partner Nick Nichola describes as a great partnership in what has become an "historic event".
Meanwhile, Middletons has also this week announced a partnership with the Sydney Writers Festival, which takes place in May 2010. For Middletons, the partnership is particularly relevant said Nichola, because "lawyers need to successfully advise and advocate on behalf of their clients and most often this must be expressed in writing".
Jeremy Hyman, media and communications manager at Middletons, told Lawyers Weekly that such partnerships allow the firm to participate more broadly in the community, and to assist in client relationship building by providing chances for clients to attend interesting events.
"In addition, we are able to leverage our brand in reaching large audiences and [through] particular exposure to desirable demographics," he said.
"Law firms and their sponsorships are successful when allied with their social or community responsibility and those that improve some aspects of our lives - in this case sporting and cultural life," added Hyman.