Expo appeal outshines MIPIM

A second law firm in the space of a week has signed to become an official sponsor of Liverpool's Pavilion at the World Expo 2010 in Shanghai.

Brabners Chaffe Street, which employs 380 people in Liverpool, Manchester and Preston, has joined DLA Piper, which announced its deal last week, as well as earlier partners Enterprise, Arup, EA Technology and Peel.

The deal brings to six the number of Liverpool's private sector supporters for the Expo which runs from spring to autumn this year. By contrast there are four private sponsors for MIPIM in March.

The global appeal of presenting in Shanghai clearly outweighs cost worries, as the fees being paid for exposure at the World Expo in China are often far greater than the price of a place on the stand in Cannes. Arup and Enterprise are paying £75,000 apiece as main sponsors, behind Peel's £100,000 to be lead sponsor. EA technology is paying £9,000 as a 'silver sponsor', but the details for DLA Piper and Brabners have yet to be released. Packages start at £1,500 for a corporate delegate, with seven further tiers from £3,000 to £18,000 before leaping to the main sponsor level. Liverpool's MIPIM backers are each paying £5,000.

Deborah Ascott-Jones, Brabners Chaffe Street's director of business development, said: "Liverpool is going to reap the benefits of strengthening the connection with Shanghai – a city which is set to lead the way in economic growth and development over the coming years."

In 2009, Brabners Chaffe Street were also appointed sole legal advisor to Peel Ports, the UK's second largest ports group and part of the Peel Group that is lead sponsor of Liverpool in Shanghai.

Liverpool's participation in the Expo is being led by Liverpool Vision in partnership with the North West Development Agency, Liverpool City Council and the Liverpool-Shanghai Partnership.

The World Expo runs between 1 May and 31 October and is regarded as a once-in-a-generation opportunity to consolidate existing and forge new relationships in the world's emerging markets.

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