>>> Commonwealth Games

The XVII Commonwealth Games were held in Manchester between 25 July and 4 August 2002.  They proved to be far more than the largest multi-sport event ever staged in the UK. They proved that the UK could host and make a resounding success of this undertaking in which over 5,000 athletes from 72 countries participated in 17 different sports. 

Such was the success of "the Games", the volunteer programme, the transport and support infrastructure, and the regeneration of parts of Manchester, that they have become symbols of national pride and achievement.  If the panache and professionalism which they exuded are anything to go by, the much-anticipted 2012 Olympics will be an even greater success!

Addleshaw Booth (now Addleshaw Goddard) won a highly contested competitive tender to be the Official Lawyers as well as a main sponsor to the Commonwealth Games over a 5-year period.  The firm's role was acknowledged as pivotal to the Games and involved a significant commitment of more than 50 lawyers working with the event organisers on all aspects of legal support.

Carolyn Roberson was part of the original tender team and, at its successful conclusion, became the Project Director of the firm's overall relationship with the Games organisers and of the sponsorship programmes.  It was, without doubt, one of the most complex and demanding projects -- both from the legal services and the sponsorship and marketing perspectives.

In recognition of its innovation, originality, client programmes, staff involvement and overall brand and profile achievements, Addleshaws received a number of significant awards including the Managing Partners' European Practice Management Award and several legal sector awards. Carolyn herself was named the Marketing Director of the Year for her leadership of this unique opportunity and her team the Marketing Team of the Year.

Below are just a few examples of the "Excellence in Performance" programmes which Carolyn and her team developed.  The "Excellence in Performance" theme ran through the firm's multi-year campaign, illustrating how the qualities of Talent, Commitment, Ability, Ambition, Drive and Focus which are successful in sport are also key factors in busines success.


The firm's sponsorship of the Commonwealth Games was a pioneering initiative among UK law firms. It was executed with a clear focus on the business objectives and with creativity and imagination.  Not only did one of the firm's employees "go for gold" as a finalist in the long jump, but the firm received its "gold medals" by winning a number of awards itself.


We wanted to provide every client with an opportunity to attend an event. Apart from giving each guest "one great day", we wanted the events to have a business purpose and be used in existing client relationships as well as developing prospective business.  We matched clients and targets where we felt they would also benefit from a day together.   We welcomed over 4,000 clients and guests in our Manchester offices as part of a "meet and greet" programme, provided them with a daily newsheet produced during the night, and made available a total of 120 staff members as special volunteers to escort them on their "one great day" with us.


Focus, Ambition, Drive, Commitment, Determination, Talent ... these qualities are as valid in sport as in business.  Our "Excellence in Performance" campaign touched every part of our business ... from the banners, advertising, brochures, staff communications and intranet to the firm's Annual Report which was the final element in the campaign.


Enhancing our position in the media, we worked with journalists to promote our overall association with the Commonwealth Games and to profile lawyers at the heart of the legal relationship, those with particular expertise in sports law and commercial law, and, of course, to profile our own world-class athelete who was training for the long jump.  We also produce a "TV commercial", shown at the Opening Ceremony, in which a javelin carrying our brand messages (Focus, Ambition, Drive, Commitment, Determination, Talent) travelled the length and breadth of the UK and highlighted our firm's offices and commitment to excellence.


Enthusing, exciting and embracing the people of the firm was a central element in the sponsorship programme.  A dedicated M2002 intranet was set up, regular communications issued, special staff committees established, a ticket bureau set up, a volunteer programme created, and hospitality for over 1000 staff provided on a day during the Games when all tickets were used for entertaining staff and families.  Members of staff ran in the Queen's Baton Relay and we had a programme of visits from athletes who shared their experiences. Our own Commonwealth athlete was supported in her training to become a member of the England team and, ultimately, to reach the finals of the Long Jump.

Focus, Ambition, Drive, Commitment, Determination and Talent are qualities in abundance in Addleshaws' Senior Partner, Paul Lee, to whom appreciation is extended for permission to reproduce the Commonwealth Games information.