Blue Owl Capital Expands Tennis Player Sponsorship to All Grand Slam Tournaments in 2025

Rhea-AI Summary

Blue Owl Capital (NYSE: OWL) has announced an expansion of its tennis sponsorship program to cover all Grand Slam tournaments in 2025, becoming the exclusive financial services partner for the Player Patch Program. The company's logo will appear on select players' shirts across all competition categories at the Australian Open, French Open, Wimbledon, and US Open.

The firm has named Australian tennis professional Jordan Thompson as their Athlete Ambassador for the 2025 Australian Open. Thompson, who won the men's doubles at the 2024 US Open wearing a Blue Owl patch and was a Wimbledon doubles finalist in 2024, will be among several competitors featuring the company's logo.

As part of the sponsorship, Blue Owl will enhance its brand visibility through presence in Melbourne transit hubs, social media, and digital media during the Australian Open, targeting increased brand awareness in the APAC market.

Positive

• Strategic expansion of brand visibility across all major tennis tournaments
• Enhanced market presence in APAC region through Australian Open sponsorship
• Partnership with successful athlete (Thompson) who has proven track record

Negative

• None.

Insights

Marketing Analyst

This marketing sponsorship initiative, while expanding Blue Owl's brand visibility across major tennis tournaments, represents a low-impact marketing expense relative to the firm's $12.8 billion market capitalization. The strategy of targeting high-net-worth individuals through tennis sponsorships follows a well-worn path used by financial services firms like Credit Suisse and BNP Paribas, but offers direct financial benefit. While the APAC market expansion angle provides some strategic value, the ROI on sports sponsorships typically takes years to materialize and is difficult to quantify.

The partnership with Jordan Thompson, while providing some authenticity given his recent US Open doubles victory, lacks the star power that would drive significant brand awareness. The transit hub advertising and digital media presence in Melbourne may boost regional recognition but represents standard marketing spend rather than a business-critical investment.

Brand Strategy Expert

The expansion to all Grand Slam tournaments demonstrates Blue Owl's commitment to building a global brand presence, particularly in the APAC region where alternative asset management is growing rapidly. The tennis sponsorship strategy aligns well with their target demographic of high-net-worth individuals and institutional investors, who tend to follow tennis at higher rates than other sports. However, without disclosed financial terms or measurable KPIs, this appears to be a standard brand building exercise rather than a material business development initiative.

The timing and execution - launching at the Australian Open with a local athlete - shows sophisticated market entry strategy, but the overall impact on business operations and financial performance will be minimal in the short to medium term. This is primarily a visibility play that may support client acquisition efforts but isn't likely to move the needle on AUM or revenue growth significantly.

Blue Owl to place logo patches on dozens of athletes competing across the Australian Open,
French Open, Wimbledon, and US Open

Jordan Thompson named as Blue Owl's dedicated athlete ambassador for the Australian Open

NEW YORK, Jan. 12, 2025 /PRNewswire/ -- Blue Owl Capital Inc. ("Blue Owl") (NYSE: OWL), a leading alternative asset manager, announced today a marquee sponsorship agreement to expand their presence at all Grand Slam tournaments in 2025 and become the exclusive financial services partner for professional tennis' Player Patch Program.

Blue Owl's logo will be featured on the shirt of select players competing across men's singles, women's singles, mixed doubles, men's doubles and women's doubles competitions at this year's Australian Open, French Open, Wimbledon, and US Open tournaments. In addition to Blue Owl's presence on the courts, the firm will be featured in iconic Melbourne transit hubs, social media and digital media during the Australian Open in an effort to raise brand awareness within the country and the broader APAC market.

Blue Owl Chief Marketing Officer Suzanne Escousse said, "Just as Blue Owl is redefining alternative investing, we are supporting established and emerging professional players who are redefining the game of tennis. Tennis is a truly worldwide sport requiring peak performance in critical, high-pressure moments. This is the same ethos that underpins Blue Owl and allows us to focus on delivering results for our international client base. Following the success of our involvement with the Patch Program at the 2024 US Open, and given Blue Owl's established presence within the country, Australia is the perfect place to kick off our presence across Grand Slam tournaments."

Blue Owl has also partnered with Australian tennis professional Jordan Thompson, who will serve as the firm's Athlete Ambassador at the 2025 Australian Open – January 12-26 in Melbourne. Most recently, Thompson won the men's doubles at the 2024 US Open, where he was wearing a Blue Owl patch, and was a men's doubles finalist at Wimbledon in 2024. He has also registered victories over several top-10-ranked opponents in singles competitions and previously represented Australia at the Olympics and the Davis Cup. Thompson will be one of several competitors wearing Blue Owl's logo throughout the tournament.

Jordan Thompson said: "Blue Owl is focused on delivering excellence for its clients, which makes it a great fit for a partnership with professional tennis players. Support from firms like Blue Owl is tremendously beneficial for players who are preparing for career-defining events, especially the four Grand Slams. Our shared core values, including striving for success in every step of our journeys, whether that be in the financial services industry or competing as a professional athlete, is a perfect match. Alongside my coaches, my doubles teammate(s) and tennis fans, Blue Owl will play a key role for me here in Melbourne at the 2025 Australian Open."

About Blue Owl

Blue Owl (NYSE: OWL) is a leading asset manager that is redefining alternatives.

With $235 billion in assets under management as of September 30, 2024, we invest across three multi-strategy platforms: Credit, GP Strategic Capital, and Real Estate. Anchored by a strong permanent capital base, we provide businesses with private capital solutions to drive long-term growth and offer institutional investors, individual investors, and insurance companies differentiated alternative investment opportunities that aim to deliver strong performance, risk-adjusted returns, and capital preservation.

Together with over 1,050 experienced professionals, Blue Owl brings the vision and discipline to create the exceptional. To learn more, visit www.blueowl.com.

Media Contact

Nick Theccanat
Principal, Corporate Communications & Government Affairs
Nick.Theccanat@blueowl.com

View original content:https://www.prnewswire.com/news-releases/blue-owl-capital-expands-tennis-player-sponsorship-to-all-grand-slam-tournaments-in-2025-302348626.html

SOURCE Blue Owl Capital

FAQ

What tournaments will Blue Owl Capital (OWL) sponsor in 2025?

Blue Owl Capital will sponsor all four Grand Slam tournaments in 2025: the Australian Open, French Open, Wimbledon, and US Open, as the exclusive financial services partner for the Player Patch Program.

Who is Blue Owl Capital's (OWL) athlete ambassador for the 2025 Australian Open?

Jordan Thompson, who won the 2024 US Open men's doubles and was a Wimbledon doubles finalist in 2024, will serve as Blue Owl Capital's Athlete Ambassador for the 2025 Australian Open.

How will Blue Owl Capital (OWL) promote its brand at the 2025 Australian Open?

Blue Owl will promote its brand through logo patches on players' shirts, presence in Melbourne transit hubs, and social media and digital media campaigns during the tournament.

What is Blue Owl Capital's (OWL) strategy for the APAC market expansion?

Blue Owl is using the Australian Open sponsorship to raise brand awareness within Australia and the broader APAC market through visible presence at the tournament and various marketing channels.