RBC Become 5-Year Title Sponsor of PGA Tour’s Heritage
June 17, 2011
The PGA TOUR announced yesterday, June 16, that golfing tournament, the Heritage would be title sponsored by RBC on a five-year agreement, renaming the event the RBC Heritage through until 2016.
It was also confirmed that in addition to RBC’s title sponsorship, The Boeing Company, which has a significant presence in Charleston, S.C., will serve as local presenting sponsor for the tournament.
South Carolina Governor Nikki Haley stated: “This is a great day in South Carolina, and we’re going to celebrate. 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.”
The tournament generates more than US$1m for the Heritage Classic Foundation each year and brings worldwide exposure to Hilton Head Island and the state of South Carolina through telecasts and media coverage.
PGA TOUR Commissioner Tim Finchem stated: “We are delighted that RBC, already a great partner of the PGA TOUR as title sponsor of the RBC Canadian Open, has made this significant commitment to secure The Heritage’s future. I know today’s announcement is welcome news to everyone who has been involved with and supported the tournament. We are also very appreciative of Boeing’s significant support as the event’s presenting sponsor.
“In addition to being a favorite among our players, the RBC Heritage has had a tremendous economic and charitable impact, thanks in large part to the efforts of the Heritage Classic Foundation. On behalf of the PGA TOUR, I’d also like to extend our deepest appreciation for the leadership and incredible support provided by Gov. Haley, Sen. Lindsey Graham and Rep. James Clyburn and other state officials throughout this process to help secure the future of this great tournament.”
Jim Little, Chief Brand and Communications Officer, RBC, stated: “RBC is excited to become title sponsor of this classic tournament that will provide a unique opportunity to associate our brand with one of the PGA TOUR’s most liked and well attended tournaments in North America. We are 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.”
RBC will leverage the U.S. network television opportunities to promote its wealth management, private banking and capital markets businesses to a coveted client demographic. 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.