Sports Law Blog
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Friday, April 09, 2004

Law Firm Sponsors NASCAR Teams: The law firm of Jenkins, Jenkins & Jenkins has found a new way to reach potential clients -- putting their name on race cars. The Maryland-based firm now has its name on cars in the Nextel Cup, Busch and Craftsman Truck series. So far, the firm claims the experiment has been a success and client inquiries are up.

I see two interesting themes here. One is the growing diversity of the NASCAR audience. Law firms, especially ones in Maryland, would have been wasting their money advertising with NASCAR as little as ten years ago. But the sport has become national and the fans have become more diverse -- encompassing all income brackets and professions.

Second, this also showcases the increasing business focus of law firms. In the past, only "ambulance chasers" advertised in the yellow pages or during daytime television; however, even major firms have realized the benefits of branding and advertising. Firms now have marketing departments and elaborate plans to increase their presence and client contacts. For better or for worse, law firms consider themselves businesses and are acting accordingly.


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