'Pedalling' our services

It has been impossible to avoid the coverage of the annual bike race on the television, in the newspapers and across social media while it made its way over tumbling hills, through some of our most historic towns and cities and into our capital.

As friends tagged themselves on Facebook and risked life and limb to capture a 'selfie' with the 198 international contenders, the enthusiasm of the millions of spectators was obvious.

Also impossible to avoid was the often novel and occasionally distracting advertising methods deployed by local businesses along the route. Small companies in particular hijacked the opportunity to promote themselves to a worldwide audience, estimated to be about 3.5 billion.

And there was the 180-vehicle, 12km-long caravan of sponsors including Yorkshire Thé, which distributed 60,000 free bags to the crowds (or my typical annual intake), and, for no obvious cycling-related reason, Haribo.

Of course, there were some law firms getting in on the act, offering advice to spectators, commentating on the race and volunteering to marshal.

Blacks solicitors in Leeds, already recognised for its sports law practice and featuring football pundit Robbie Savage as a consultant, appeared to temporarily change its name to 'Noirs' to acknowledge our Gallic guests, and sponsored a cycle-themed roundabout.

But not taking Le Tour sitting down, it also joined in many cycle and fitness challenges, and supported local cycling and charity events.

The firm really is a good example of making the most of the opportunities that come its way and the employees seem more than happy to work up a sweat, even at the weekends. Given his Strictly credentials, I wonder if its consultant will be encouraging similar support for the World Dance Championship in Blackpool later this year.

Now, I could go on to force some metaphors out of what we in the legal profession can learn from the past few weeks of sporting action. I could talk about the surprise exit of some big players, as firms continue to struggle with the financial climate and ever-changing regulatory conditions.

I could attempt to liken the Quality Solicitors approach to that of Team Sky, but with Chris Froome and Bradley Wiggins out of the picture, it could be as short-lived as their races, or a non-starter.

I could consider how British firms are performing in the global marketplace and how other jurisdictions are trying to get their teeth into the competition, but I wouldn't want to fall foul of any journalistic guidelines.

Instead, I will take the opportunity to encourage us all to maximise our home advantage, proving to onlookers that the UK is very much open for business, for tourism and for the legal services in which we continue to be world leaders.

Kevin Poulter, Editor at large @SJ_Weekly | #SJPOULTER

editorial@solicitorsjournal.co.uk