Wabu Capital sponsored my son’s basketball team for one season.

The coach, who worked in prime brokerage at Goldman Sachs, asked me if I knew anything about Wabu, which he assumed was an emerging financial firm and potential client.

“I know all the hedge funds and I’ve never heard of them,” he said.

“They keep a low profile,” I said.

In fact, I knew all about Wabu Capital.

I had made up the name when the team asked for sponsors.

It wasn’t expensive and seemed like a good cause. The money paid for the jerseys.

My initial idea was to sponsor the team as Chico’s Bail Bonds, which, as anyone over a certain age will recognize, was the team from the legendary 1970s movie The Bad News Bears.

I decided that would be too obviously irreverent. I needed something more subtle.

Wabu was my son’s nickname for his dog. I added “Capital” to lend it an air of sophistication.

I grew up in the suburbs where teams were sponsored by local delis or auto repair shops.

It’s different in the city. I once saw a Little League baseball team on the subway wearing uniforms emblazoned with Greylock Capital on the back. That seemed very New York.

I left my corporate job last year and needed a name for my new consulting business.

Wabu Capital was available.

The name was short, easy to spell and mysterious in the way hedge fund names tend to be.

I Googled it and found Wabu means “to be worried” in Japanese, so I had a backup story for the origin of the name in case “my son’s dog’s nickname” seemed unprofessional.

I registered Wabu Capital as an LLC.

Wabu Capital focuses on content strategy based on my three decades of experience as a journalist and product manager at Bloomberg LP. I later co-founded a ghostwriting agency called Principals Media.

The firms are complementary. Wabu provides consulting to explain how firms can improve the reach and effectiveness of content they publish. Principals Media handles the actual content creation.

Wabu also advises half a dozen startups and has made pre-seed investments.

Wabu Capital is no longer a joke.

But it still keeps a low profile.