This article has been authored by Anshu Sharma, a seasoned professional with expertise in client management, business development, and marketing within the legal sector.
Anshu has held key roles at renowned firms such as Chandhiok and Mahajan, Advocates and Solicitors, Singhania & Partners LLP, and LexStart Partners, where she was instrumental in managing internal and external communications, building strong client relationships, and driving business development initiatives.
As law firms evolve along their business development (BD) journey, the strategies that once worked during their early years gradually need to adapt. Sponsoring events is one such strategy—it’s not necessarily one of the first steps, but it definitely becomes relevant when a firm reaches that middle point of growth and begins to look outward for expansion, connections, and visibility.
At that stage, the question often asked is—do events actually work?
The short answer: Yes, they do. But the real trick lies not just in attending events, but in how you choose to engage with them. That’s where sponsorship enters the picture.
Why Attending Events Isn’t Always Enough
Let’s say you attend a high-profile industry event. You meet a few people—some like yourself, there to network, and others who are special invitees or keynote guests. The challenge? The invitees often stay within closed circles or don’t have the time (or interest) to interact deeply with other attendees. And those who are networking like you may not be the precise connections you’re aiming for—perhaps too junior, too general, or not from your practice areas.
In essence, you might walk away with a handful of polite conversations but not much else to show for it.
Why Sponsorship Changes the Game
Now imagine this instead: You’re one of the event sponsors. Your firm’s logo is on the banners, you’ve co-branded the event online, and perhaps someone from your leadership team is speaking on stage. You’re not just present—you’re positioned.
Here’s what changes:
- You’re seen as a host and not just a participant.
- Special guests and key decision-makers are more likely to engage with you.
- You often get access to the full attendee database—emails, companies, even designations.
- You stay relevant post-event through follow-ups and brand recall.
- And most importantly, you’re remembered as a firm that plays in the big leagues.
That kind of presence has compounding value—it opens doors to client relationships, referral partnerships, and organic brand growth.
Choosing the Right Events to Sponsor
Before jumping in, let’s address the obvious: not every event deserves your money or time.
Strategically selecting the right events is key, and they typically fall into two categories:
- Client-Centric Events
These are events attended by potential or existing clients within your business domain—industry summits, investor meetups, sector-specific conclaves. Sponsoring here helps you build direct relationships and enhances your visibility among decision-makers. - Practice Area Showcases
These are events that allow you to demonstrate expertise—conferences on infrastructure financing, renewable energy, arbitration, or real estate law. Sponsoring these helps in building practice credibility and thought leadership.
Budgeting: What’s the Sweet Spot?
Event sponsorships can range from modest to extravagant. The ideal budget depends on your overall business development spend, but here’s a simple rule of thumb:
Allocate 30–40% of your annual BD budget for event sponsorships.
This ensures you make meaningful impact through fewer, well-targeted events, rather than spreading yourself thin across multiple minor engagements.
Remember—two well-sponsored, strategically aligned events can bring more ROI than ten scattered appearances.
In Conclusion: Think of Sponsorship as Planting a Flag, Not Just Showing Up
Sponsoring an event isn’t about being seen—it’s about being remembered. It transforms your role from guest to host, from observer to enabler. Think of it not as renting a seat at the table, but as setting the table itself. You dictate the tone, the flow, and the perception of your firm’s presence in the room.
Done right, event sponsorship plants a firm flag in the minds of the right audience—and from that flag, real opportunities begin to grow.
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