RBC builds momentum in golf for 2011 by partnering with
PGA Tour Stars Jim Furyk, Ernie Els and Matt Kuchar
Player ambassadors to champion important charitable causes
TORONTO, January 6, 2011 As the 2011 PGA
TOUR season kicks off this week in Hawaii, RBC is deepening
its involvement in the sport through new partnerships that
will help build brand momentum and strengthen its charitable
Today, RBC is proud to announce new relationships with PGA
TOUR stars Jim Furyk, Ernie Els and Matt Kuchar who will become
ambassadors and represent the RBC brand at tournaments all
over the world.
This announcement builds on RBC's ongoing involvement in
golf as the title sponsor of the 2011 RBC Canadian Open, which
will be played at Shaughnessy Golf and Country Club on July
21 to 24 in Vancouver, British Columbia, and the Official
Bank of the PGA of America. RBC also provides support for
the Canadian Amateur Golf Championships, Golf Canada's development
program and high performance national team.
"Golf is one of the key drivers of RBC's brand momentum,"
said Jim Little, Chief Brand and Communications Officer at
RBC. "As a leading global financial institution, we have
the opportunity to partner with world class sports professionals
like Furyk, Kuchar and Els. 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."
RBC becomes the official banking and financial services partner
for each athlete and, as part of Team RBC, all players will
carry RBC branded golf bags and be featured in RBC marketing
and advertising planned for the U.S., Canada, and international
markets. They join Anthony Kim, Fred Couples, Luke Donald,
Stephen Ames, Mike Weir and Morgan Pressel as RBC's golf ambassadors.
In 2011, RBC will continue to leverage its golf program to
raise funds for important charitable causes, in particular
children's charities. Each player, event and partnership with
which RBC is associated will be used to help give back to
local communities, as well as increasing the prominence of
"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."
"I am honoured RBC has selected me to be an ambassador
for them on the PGA TOUR," said Jim Furyk. "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."
"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 Matt Kuchar. "They have become a big name in golf
in a short period of time and I'm looking forward to helping
grow their brand in the south-eastern states where I'm from
and where their retail banking business is based."
In 2010, Kuchar, Furyk, and Els finished first, second and
third respectfully on the PGA Tour's Official Money list,
with Jim Furyk capturing the 2010 FedEx Cup and the PGA of
America's Player of the Year title.
About Ernie Els
- 18-time PGA Tour Winner including the 2002 Open Championship,
and the 1997 and 1994 U.S. Open Championships.
- 26-time European Tour Winner and 24 World titles.
- Six-time Presidents Cup team member.
- Formed the Ernie Els Foundation in 1999 with the purpose
of providing golf, educational and life skills support to
disadvantaged children in South Africa.
- Established the Els for Autism Foundation in spring 2009
after son Ben was diagnosed with autism. The foundation
is now in the midst of creating the Els Center of Excellence,
a catalytic project that includes a global digital learning
platform as well as education, research, medical and professional
services and transition to adulthood programs for children
on the autism spectrum.
- The Center will include an educational program for children
age three to 21.
- Ernie Els Wines launched in 2002 and six wines are now
housed under this portfolio.
- Ernie Els design is responsible for the design of nine
golf courses throughout the world, with others currently
About Jim Furyk
- 16-time PGA Tour Winner including the 2003 U.S. Open Championship,
and the 2007 and 2006 RBC Canadian Opens.
- Seven-time Ryder Cup, and six-time Presidents Cup team
- In 2010 Jim was named Player of the Year for both the
PGA of America and the PGA Tour.
- Jim's father Mike taught the game to him at a young age,
and to this day is the only swing coach Jim has ever had.
- Primary philanthropic associations are with the Jim and
Tabitha Furyk Foundation and the Children's Miracle Network,
About Matt Kuchar
- Three-time PGA Tour Winner, and 2010 Ryder Cup team member.
- Winner of the 2010 PGA TOUR Money List with $4,910,477
- 2010 winner of The PGA of America's Vardon Trophy, awarded
each season to the touring professional with the lowest
adjusted scoring average.
- Matt focuses his charitable efforts on Camp Twin Lakes
which provides a network of camps for children struggling
with illnesses, disabilities and challenges.
- Kuchar promotes a golf event held by Camp Twin Lakes each
year and this past year he donated half of his Ryder Cup
- Also supports Ronald McDonald House and specifically the
branch in Jacksonville, FL. where he allocated the other
half of his Ryder Cup funding.
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For further information, please contact:
Jackie Braden, RBC Brand Communications, 416-974-1724, firstname.lastname@example.org