Alternative Asset Manager Blue Owl's Tennis Sponsorship Raises Brand Awareness Amidst Industry Mainstreaming

Blue Owl Capital, a $284 billion asset manager, is increasing its brand awareness through sponsorships like backing tennis player Taylor Townsend. The firm aims to raise visibility among high-net-worth individuals and bring alternative asset managers out of obscurity. Historically, the industry has operated behind closed doors, but the JOBS Act in 2012 and increased disclosure requirements have led to greater transparency. Blue Owl's sponsorship efforts are part of a broader trend towards greater accessibility for alternative asset managers.

Blue Owl Capital, a $284 billion asset management firm, is increasing its brand awareness through unconventional sponsorships such as backing tennis player Taylor Townsend. The firm aims to raise visibility among high-net-worth individuals and bring alternative asset managers out of obscurity. Historically, the industry has operated behind closed doors, but the JOBS Act in 2012 and increased disclosure requirements have led to greater transparency. Blue Owl's sponsorship efforts are part of a broader trend towards greater accessibility for alternative asset managers.

The firm's strategy involves aligning with stakeholders' passion points to create more authentic connections. Blue Owl has opted to go all in on tennis, beginning with last year's U.S. Open. The strategy involves putting Blue Owl's patch on the opponents of top-seeded players, who are likely to get the most viewership, at a lower price point than a traditional TV ad. This year, Blue Owl expanded its presence at all Grand Slam tournaments to be the exclusive financial services partner for professional tennis' player patch program.

The firm's logo was displayed in prime time on Australian world No. 36 Alexei Popyrin, who beat Serbian great Novak Djokovic at the 2024 U.S. Open. The program will cost Blue Owl about $2 million this year, in addition to the related marketing the firm does around professional tennis.

Blue Owl is not alone in this trend. Last year, Apollo Global and its retirement services affiliate, Athene, partnered with PGA Tour golfer Patrick Cantlay. Blackstone, the world's largest alternative asset manager with more than $1 trillion in AUM, has opted for traditional brand outreach through social media, video, email, events, and advertising.

The broader trend towards greater accessibility for alternative asset managers reflects a shift in the industry's approach to marketing. Traditionally, firms operated behind closed doors, but the JOBS Act in 2012 and increased disclosure requirements have led to greater transparency. This shift has allowed firms to capture the growing share of retail investors, including high-net-worth individuals and eventually 401(k)s.

The increasing focus on brand differentiation by private markets firms reflects a recognition that brand awareness can move the needle. As the industry broadens its shareholder base, firms are looking for ways to stand out and capture the attention of potential investors.

References:
[1] https://www.cnbc.com/2025/09/02/blue-owl-marketing-alternative-assets-mainstream.html