At the end of January, Swedish-founded legal AI pioneer Legora stepped into the spotlight as a partner to golf star Ludvig Åberg in a widely talked-about logo stunt. Now, together with NoA Åkestam Holst, they’re taking the next step in the partnership — by letting Ludvig step aside. Instead, the focus shifts to Legora’s true counterpart in the world of golf.
Legora, recently valued at $5.5 billion, is an AI platform built to do the heavy lifting behind the scenes — analysing information, organising material and streamlining legal work — so lawyers can focus on strategy, advice and client relationships. In other words: Legora is to lawyers what caddies are to golfers.
“Great golfers rely on great caddies. They don’t take the shot for you, but they make sure you have the right information to hit the right shot,” says Stuart Shingler, VP Marketing at Legora. “That’s why we’re putting Joe front and center.”
Joe Skovron is one of the most accomplished caddies on tour, with five PGA Tour wins to his name. Since becoming Åberg’s caddie in early 2024, the pair have already claimed victory at The Genesis Invitational 2025.
The campaign, “The Man Behind the Man,” launches during the season’s first major, the Masters Tournament at Augusta National, across NBC, Golf Channel, CNBC and out-of-home placements around the course and the city’s airport.
Developed by Stockholm agency NoA Åkestam Holst and directed by Anders Jedenfors, the campaign highlights the role Legora plays for lawyers — an audience that, more often than not, can also be found on the golf course.
“Many people in the legal profession share a strong interest in golf. And at a time when Sweden has one of the most exciting young players in the world, the partnership felt like a natural fit,” says Mimmi Grafström, Marketing Director at Legora. “When the idea of spotlighting Joe as a clear metaphor for how we support exceptional lawyers emerged, we didn’t hesitate.”
The partnership first launched earlier this year during the Farmers Insurance Open. Leading up to the tournament, speculation had been building around who would take the coveted spot on Åberg’s left sleeve — but instead, only two letters appeared: L and O.
Speculation quickly spread. Lego? Polo? Apollo? Or even a proposal?
The next day, another letter was added. By the end of the four-day tournament, the mystery was revealed.
“When Åkestam presented the idea to us, we saw it as a fun way to introduce ourselves to the golf world and make an impact in the U.S. market”, says Shingler. “As a relatively new company, not showing the full logo might seem unconventional — but it worked extremely well. And now we’re taking the next step, together with Joe and Ludvig. This is just the beginning.”
