RBC is deepening its commitment to golf by announcing that PGA Tour stars Jim Furyk, Ernie Els and Matt Kuchar will represent the brand and the RBC Canadian Open will likely benefit from the arrangement through their participation.
The Open will be played July 21-24 at Vancouver’s Shaughnessy Golf and Country Club.
“Golf is one of the key drivers of RBC’s brand momentum,” said Jim Little, chief brand and communications officer at RBC.
“As our company establishes itself as a leading global financial institution, we have the opportunity to partner with world class sports professionals like Furyk, Kuchar and Els,” he added.
“These players are well-respected and have global recognition; they will be great ambassadors for RBC and the charitable causes we support. By leveraging our golf sponsorship and the ambassador program, we are able to reinforce our brand relevance in Canada and increase our brand presence around the world.”
As part of the deal, RBC becomes the official banking and financial services partner for each athlete and all players will carry RBC branded golf bags and be featured in RBC marketing and advertising planned in the United States., Canada, and international markets.
They join Anthony Kim, Fred Couples, Luke Donald, Stephen Ames, Mike Weir and Morgan Pressel as RBC golf ambassadors.
“RBC is one of the strongest and most stable banks in the world and I am impressed with their leadership and reputation,” said Ernie Els. “I’m proud to represent their brand, meet with their clients and support worthwhile charitable causes with them.”
Furyk echoed those comments.
“Having won twice in Canada, I am excited to see the impact RBC has had on their national championship and look forward to supporting them in their efforts both on and off the golf course,” said Furyk, the 2010 PGA Tour Player of the Year.
Kuchar added that RBC has momentum on the tour.
“After playing in the RBC Canadian Open last summer and witnessing first-hand what a dynamic organization RBC is, I am very excited at the opportunity to partner with them,” said Kuchar.
“They have become a big name in golf in a short period of time and it’s really exciting to be joining a team of world-class players they have assembled as brand ambassadors,” he said.
“Im also looking forward to helping grow their brand in the south-eastern states where I’m from and where their retail banking business is based,” said Kuchar.