- ETF issuers need to stand out in market ruled by three firms
- Tactics include advertising gimmicks, and taking to Twitter
Smaller asset managers are getting creative as they look to take the fight to the likes of BlackRock. Meet the Boa Constrictor.
The UFC heavyweight best known for winning bouts with a rare judo chokehold burst onto the exchange-traded-fund scene earlier this year as an unlikely advocate for a cannabis fund run by ETF Managers Group. At a dinner arranged by the issuer in midtown Manhattan last month, Boa — real name Alexey Oleynik — taught impromptu lessons on how to throw a punch, and flexed for tough-guy photos in a shirt branded with the company’s logo.
— Alexey Oleynik (@oleynikufc) November 5, 2019
It may seem like a gimmick, but the intent is serious: Oleynik is bringing ETFMG to the masses, bearing the firm’s name during fights and spreading its brand on social media.
Read the full story on Bloomberg.