Player ambassadors to champion important charitable causes
TORONTO, Jan. 6 /CNW/ - 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
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's brand.
"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
"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
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
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
Ernie Els Wines launched in 2002 and six wines are now housed under this
Ernie Els design is responsible for the design of nine golf courses
throughout the world, with others currently under construction.
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 member.
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, among others.
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 in earnings.
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
Kuchar promotes a golf event held by Camp Twin Lakes each year and this
past year he donated half of his Ryder Cup appearance funding.
Also supports Ronald McDonald House and specifically the branch in
Jacksonville, FL. where he allocated the other half of his Ryder Cup
For further information:
Jackie Braden, RBC Brand Communications, 416-974-1724, email@example.com