RBC extends sponsorship of Canadian Open
Monday, April 2, 2012
Canada’s largest bank solidified its extensive investment in the PGA Tour, lengthening its title sponsorship of the RBC Canadian Open through 2017.
The new five-year deal follows the announcement last June introducing the Royal Bank of Canada as the title sponsor of the RBC Heritage on Hilton Head Island, S.C., through 2016. The bank also has established Team RBC, a marketing venture featuring nearly 10 Tour players, including Mike Weir, Luke Donald, Ernie Els, Jim Furyk and Fred Couples. (The LPGA’s Morgan Pressel also is a Team RBC member.)
The RBC Canadian Open is tied with the Australian Open as the third-oldest national golf open behind The Open Championship and United States Open. This year’s tournament, which will be held at Hamilton Golf & Country Club in Ancaster, Ontario, July 26-29, marks the 103rd rendition of the event.
“Golf is a key driver for our brand here in Canada and internationally, and our renewed partnership demonstrates our commitment and enthusiasm for Canada’s National Open Championship,” said Jim Little, RBC’s chief brand and communications officer.
Thus far, RBC – along with Canada’s governing body for golf, Golf Canada – has worked with the tournament to raise more than $4.1 million dollars for charities and communities since 2008. That sum puts the bank ahead of its pace of raising $5 million, during the first five years of its sponsorship, to support children’s wellness in the country.
Said Tim Finchem, PGA Tour commissioner: “RBC, in partnership with Golf Canada, also spearheaded a plan to move the RBC Canadian Open to the best golf courses throughout Canada, which has proven to be a tremendous success and has helped to strengthen its field. We are delighted that RBC will continue to provide such a positive influence to this historic tournament in the coming years.”