RBC Named Title Sponsor of The RBC Heritage
Expands partnership with the PGA TOUR
TORONTO, June 16, 2011 — RBC today announced that it will become title sponsor of the RBC Heritage in Hilton Head, South Carolina, signing a five-year golf sponsorship through to 2016.
An iconic event on the PGA TOUR since 1969, the tournament, to be named the RBC Heritage, is one of the players' favourite stops and boasts one of the most challenging and precise tests of golf on tour. Past champions have included such golfing greats as Arnold Palmer, Jack Nicklaus, Greg Norman, Tom Watson, and Team RBC ambassador Jim Furyk.
"RBC is very committed to building our brand and serving our growing client base in the U.S. and the RBC Heritage provides very attractive opportunities for our U.S. businesses to reach target markets and foster new business development," said Jim Little, chief brand and communications officer, RBC. "Becoming title sponsor of this classic tournament has provided RBC with a unique opportunity to associate our brand with one of the PGA TOUR's most liked and well attended tournaments in North America."
"This is a great day in South Carolina, and we're going to celebrate", said South Carolina Governor Nikki Haley. "We said from day one that finding a private sponsor for The Heritage was one of this administration's top priorities because the tournament is an opportunity for us to showcase our state as one of this country's premier destinations for business and tourists and that we shouldn't rely on taxpayers to foot the bill."
PGA TOUR Commissioner Tim Finchem stated, "We are delighted that RBC has expanded its relationship with the PGA TOUR and would like to congratulate both RBC and the Heritage Classic Foundation on this new partnership. The RBC Heritage will continue to showcase our players, the PGA TOUR, Hilton Head Island and South Carolina to millions of fans worldwide."
"My thanks go out to RBC for coming forward and giving us the helping hand we needed. This has been a rough couple of years for our beloved tournament we have worked so hard to keep it alive and I want to recognize the important role RBC has played in saving the Heritage and keeping it in our community," said RBC Heritage Tournament Director Steve Wilmot.
As part of the five-year sponsorship deal, RBC will leverage U.S. network television opportunities to promote its wealth management, private banking and capital markets businesses to a coveted client demographic. In addition, RBC believes in giving back to important charitable causes in communities in which it does business. Through this new agreement, RBC and the Heritage Classic Foundation will inject millions of dollars into the economy and to charitable organizations within South Carolina, starting in 2012.
Following its initial investment in Canada's National Open Championship in 2007, a landmark deal in 2010 to become the Official Bank and Patron Partner of the PGA of America, as well as partnerships with some of golf's high profile players, RBC has taken a purposeful approach to golf by leveraging its sponsorship opportunities and establishing itself as a dedicated supporter of the sport.
RBC proudly supports golf around the world through high profile relationships with the PGA TOUR, the PGA of America and Golf Canada. RBC is the Official Banking and Financial Services partner of touring professionals Jim Furyk, Ernie Els, Matt Kuchar, Anthony Kim, Mike Weir, Luke Donald, Stephen Ames, Fred Couples, and Morgan Pressel. As the Official Bank of the PGA of America and title sponsor of the RBC Canadian Open, RBC supports emerging Canadian golfers through Golf Canada's grassroots developmental programming, their Canadian Amateur Golf Championships and high performance national team. Outside of golf, RBC sponsors amateur sport, from grassroots to national sport associations. RBC is one of North America's leading diversified financial services companies and among the largest banks in the world, as measured by market capitalization.
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For further information, please contact:
Jackie Braden, RBC Brand Communications, 416-974-1724, firstname.lastname@example.org