Canadian law firm Borden Ladner Gervais (BLG) has made history by becoming the first law firm in Canada to have its name featured on the jersey of a professional sports team. The firm’s logo was prominently displayed on the sleeves of the Vancouver Whitecaps during their match against Cruz Azul in the 2025 Concacaf Champions Cup final, making it a notable event in law firm branding and marketing efforts.
The Vancouver Whitecaps may have lost the game, but the exposure gained from having the BLG logo visible in every broadcast and photo of the international match can be seen as a win for the firm’s marketing strategy.
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