Blue owl game wider audience investors as alternative funds go mainstream

On the US Open last week, the exchange between Taylor Townsend and Jelena Ostapenko went viral – and brought alternatives to managers The capital of blue owl further into space.

Videos and photos of exchanging a flooded social media. Demper, women’s world no. 26 From Latvia, he pointed his finger and shouted offenses in Town, who won the second joint, but was later defeated in a competitive match against Barbora Krejchikov. While the camera is inserted for viewers to approach confrontation, attentive observers could see the blue patch of OVL Emblazoned on the city dress for the city’s city dress.

The company management of $ 284 billion, which is largely focused on private credit and real estate, is not exactly the type of household that you could expect to see the sponsoring tennis players.

Townsend is one of about 100 athletes competing in professional tennis tournaments around the world this year supported by blue owl. It is part of the company’s strategy to raise brand awareness primarily among high intake individuals and part of wider efforts to activate alternative managers outside insecurity.

“This is a premier way to gain visibility with our stakeholders and ride curiosity to help them learn more about us,” Suzanne Escousse said, the main marketing officer on the blue owl. “At the end of the day, they need to know who you will call you when counted.”

The brand awareness is a relatively new concept for a 50-year-old world of alternative assets. Historically, the industry decided for a much lower profile, cooled in secret. Private capital and credit firms originally funded a small group of sophisticated investors. Handling behind closed doors gave them the mystique of exclusivity, increasing their value of scarcity and prestige.

Prior to the jump of our business, or jobs, it operates in 2012. years, these companies could not look for outsiders, much less advertise. But reliability developed after that change in the rules and how the industry has expanded its shareholders base.

There was the initial public offering of many major managers before and soon after the financial crisis, which came with increased demands of revealing and communicating public markets. Reminder, Abolished 2007. years, Kkr In 2010. years, Apollo Global Management In 2011 and Carlile In 2012. year blue owl is not a list until 2021. years – formed through Spac connects.

During the last decade or so, alternative assets managers invested in multiple channels interested in retail – especially through semi-liquid vehicles at lower prices and with less complexity. During this year’s first quarter, assets in lasting strategies with the best seven public traded managers amounted to $ 1.7 trillion, for 21% during the year and represented 41% of the total assets of this cohort in accordance with management Drunkard.

Of course, the companies of Alternative must walk fine line to get names there without transporting the product. There is a fundamental rub, which was discussed in every room, according to the person with the knowledge of these conversations, who asked them to remain unnamed to talk about private discussions. The companies want to keep their institutional investors, and at the same time grabs increasing share of retail investors, a person noticing the phrase “velvety rope” is constantly used.

But expanding its investor base – from institutional investors to high network individuals in the end, in the end, 401 (k) s – He visited alternative managers from the shadows.

“High net wealth community is the largest future opportunity for private market companies, Jennifer average, founder of the average partner, marketing and communication company that is a lot of property managers.” Each private markets can move the brand differentiation. ”

Escousse joined the blue owl 2023. as the first principal director of the company. Six months in her mandate, she graduated from the Brenda Pulse survey and discovered that consciousness was low as compared to competitors, she said.

“We started looking for unconventional sponsorship,” Escousse said. “We know that if you can synchronize your firm with the stocks for shares, it is more likely. They are more likely to do business with you.”

She said that the financial services industry “excess” on two sports – tennis and golf. The blue owl decided to keep everything in tennis, starting last year’s open. The strategy included a mat of blue owls on opponents of the upper seed players, which will probably get the most viewing – at a lower price than traditional TV ads.

The company logo is shown in the Prime Minister on Australian World no. 36 Alexei Pokirin, who beaten Serbian Grand Novak Djokovic, who was currently seventh in the world, open outdoors 2024. years. In JanuaryBlue Owl has expanded its presence in all Grand Slam tournaments to be the exclusive partner of financial services for a professional tennis patch program. At approximately $ 20,000 per patch, the program will cost blue Owl this year about two million dollars, in addition to related marketing firm around professional tennis.

And blue owls are not the only alternative to solid diving in consumer marketing.

Last year, Apollo Global and its pension services of the branch, Athene, united From PGA Tour Golfer Patrick Cantlai – the first partner of the brand for companies. Blackstone, the world’s largest alternative asset manager with more than $ 1 trillion in AUM decided for traditional Brand Canceling through social media, videos, email, events and commercials.

“I think that the institutions came to the shock that they want to go to retail because the price of reception was high,” said the average. “It’s a market in the emerging marketing.”