http://pbhfa.org/sky-bridge-peddles-itself-in-west-palm-beach/ Anthony Scaramucci, the founder of the New York-based SkyBridge Capital, has never been shy about publicity. So it should come as no surprise that he and his firm are among the first to test the lifting of the advertising ban on hedge funds. Thanks to funding from SkyBridge, the city of West Palm Beach now has a bike-sharing service that bears the name SkyBikeWPB. Later this spring, residents will see SkyBridge’s name and branding on 150 bikes and 14 kiosks around the city. The branding effort comes more than a year after the SEC lifted its ban on advertising by hedge funds, and this is one of SkyBridge’s first forays into advertising. Few of SkyBridge’s competitors have launched campaigns of any sort. That’s largely because when the SEC lifted this ban, it said that funds choosing to advertise would be forced to give additional information to the SEC on the fund and its investor base. “It’s technically permitted, but there’s enough uncertainty surrounding it that in our portion of the market — large private-equity funds and hedge funds — there’s been virtually no take up,” said Brian Daly, a partner at law firm Schulte Roth & Zabel LLP. Mr. Scaramucci said hedge funds in general have been worried about “getting snagged in some sort of rule that’s been opaque and hard to understand,” which could make a hedge fund “a target for the SEC.” Still, he said he was happy to test the waters — or the bike lane. “We like going first and being different,” he said. “If that means we have to take some level of risk, that’s what we do.” SkyBridge targeted West Palm Beach because it opened a new office in nearby Palm Beach Gardens earlier this month. “It’s not a Times Square billboard, which is very self-serving,” said Mr. Scaramucci, who wouldn’t reveal what SkyBridge spent on the program. But he said the SkyBridge name is still “emblazoned all over this place.” He’s considering public bike-sharing programs and possibly sponsoring wi-fi networks in other cities. Before the SEC lifted its ban, SkyBridge, which has roughly