RBC, the title sponsor of the Canadian Open, continued its golf announcements yesterday with news that Anthony Kim, the 11th-ranked golfer in the world, will carry an RBC-branded bag and become a central figure in the company’s advertising and marketing efforts in the United States.
The agreement with Kim comes a day after the announcement of a new charitable component to the RBC Canadian Open in which the Mike Weir Foundation will become the tournament’s official charity. Yesterday’s announcement also included a new Mike Weir Charity Classic involving tour players and celebrities.
RBC also recently announced its sponsorship of the Stephen Ames Cup, an international junior competition between Canada and Ames’ homeland of Trinidad and Tobago.
“Anthony’s image on the golf course as a professional, a creative shotmaker and a winner will be accompanied by the RBC brand bag at PGA Tour events and be seen by millions on network broadcasts and PGA Tour event coverage,” said Jim Little, chief brand and communications officer for RBC.
Kim, a two-time winner on tour who hit his peak of popularity during a successful Ryder Cup appearance on the American team last fall, noted several factors that led to the deal.
“I realize how important finding the right fit is when it comes to a successful partnership,” he said.
“Since I played the RBC Canadian Open last year, I’ve been impressed by RBC, its brand and its leadership team, especially as I got to understand more about the company’s reputation as one of the world’s most stable and strong financial institutions.”