Viral U.S. Open moment raises brand awareness for alternative asset manager Blue Owl

Marketing Strategy - Private markets are increasingly focusing on brand awareness, a relatively new concept for the 50-year-old alternative assets industry [1] - The industry is shifting towards retail-oriented channels to capture a growing share of retail investors [1][3] - Blue Owl is using athlete sponsorships, such as sponsoring 100 tennis players, as a strategy to raise visibility and drive curiosity [3][4] - Blue Owl's CMO acknowledges the challenge of balancing brand visibility with maintaining the exclusivity of alternative investment products [3] - Blue Owl spends approximately $2 million sponsoring 100 tennis players at about $20,000 per patch [4] - Blue Owl views its "underdog strategy" in athlete sponsorships as aligned with the firm's ethos of growing up as an underdog in private credit [5] Industry Trends - Alternative assets industry is moving from a low profile approach to a more public marketing strategy [1] - The industry is exploring ways to attract retail investors while preserving the allure of exclusivity [3]