Ashurst signs deal with England cricket star Alastair Cook to feature firm's logo on his bat

Law firm logos often find themselves in the minor leagues of the branding world.

For all the work that goes into choosing the right font, colour and design, they don’t generally get much broader public exposure. Beyond websites and office plaques, law firm logos are normally confined to branded pens, umbrellas and maybe the odd stress ball.

But the logos of some firms are now to be found across the world of sport, thanks to some high-profile sponsorship deals.

Ashurst has signed a rare deal with England cricket star Alastair Cook (pictured), which will see the firm’s emblem prominently featured on his bat for the next 12 months.

Although Cook resigned as England cricket captain earlier this year, he remains one of the national team’s key players and is regarded as one of the best batsmen of his generation, having set a host of records.

Cook is England’s all-time leading scorer in Test cricket and was the youngest ever player from any country to score 11,000 Test runs, beating the record held by legendary Indian batsman Sachin Tendulkar. He has also scored more Test centuries than any English batsman in history.

Crucially for Ashurst, the firm’s deal with Cook will cover the next Ashes series. The 70th edition of one of cricket’s oldest and fiercest rivalries will take place in Australia between November this year and January 2018.

Such law firm sponsorship deals are rare, but not unprecedented.

In 2005, Thompson & Knight became the first law firm to sponsor a golfer in the PGA Tour, inking a deal with US pro Harrison Frazar. More recently, Reed Smith sponsored Colin Swatton, the caddie of former world number one and PGA Championship winner Jason Day, while Cozen O’Connor signed a two-year deal in January with PGA veteran William McGirt that will see him wear kit-branded with the firm’s logo.

Outside the world of golf, King & Wood Mallesons signed a “long-term strategic partnership” with Australian Olympic cycling champion Anna Meares to become the firm’s brand ambassador.