NY investment firm Blue Owl expands winning US Open strategy to all four Grand Slams

The GIST: Yesterday, NYC–based investment firm Blue Owl Capital built on its unique US Open advertising strategy with a marquee tennis sponsorship spanning all four Grand Slams. The company will focus on partnering with lower-ranked challengers to optimize its bets for outsized ROI, while also leveling the endorsement playing field court. Game, set, unmatched.

The approach: Unlike typical season-long sponsorships, Blue Owl supported players on a match-by-match basis at the US Open last August. The firm analyzed the best opportunities for on-court upsets and teamed up with the underdogs, pasting its logo on a jersey patch for prime TV exposure. And if the player lost or the next match wasn’t as exciting, Blue Owl didn’t extend the deal.

• Rather than banking millions on big names, Blue Owl spent about $500K on jersey patches on 20 lower-ranked players. Its bets paid off when ATP world No. 186 Li Tu faced No. 3 Carlos Alcaraz in the first round and when No. 28 Alexei Popyrin defeated reigning US Open champ Novak Djokovic in their third round primetime match.

The expansion: In 2025, Blue Owl plans to spend an estimated $2M on jersey patches for men and women players across more than 100 Grand Slam matches. Plus, the company is following up its US Open advertising at NYC’s Grand Central Terminal and Times Square with adverts at Melbourne transit hubs to boost awareness in Australia and the Pacific region.

The why: Financial brands have long aced tennis marketing, but Blue Owl was able to reach customers at a low price point in prime matchups for maximum exposure. Hedging its bets isn’t just a smart way to save on sponsorship, but also flexes the company’s investment expertise.

• And in backing rising stars, this type of sponsorship allows athletes of all rankings to have a chance at brand endorsements in their biggest moments, which can only help level the sponsorship field for athletes in individual sports like tennis. Who doesn’t love an advantage?