RBC has strengthened its support for Canadian golf by announcing a multi-year extension of its sponsorship of the Canadian Open, along with continued backing of the RBC Heritage tournament. The announcement came on Monday, positioning RBC as one of the most significant sponsors within the PGA Tour.
This renewed partnership ensures RBC’s prominent presence in Canadian golf and highlights the importance of its role in growing the sport in the country, particularly through the RBC PGA Tour sponsorship extension.
Longstanding Support Drives Growth for Canadian Open
Since RBC took over the Canadian Open sponsorship in 2008, the tournament has experienced remarkable growth, including increased attendance, stronger player fields, and more corporate partnerships. A key achievement has been negotiating with Golf Canada and the PGA Tour to move the tournament to a more favorable date, now held the week before the U.S. Open rather than immediately after the Open Championship.
“We are very happy to recommit to the PGA Tour,”
said Mary DePaoli, executive vice-president and chief marketing officer of RBC.
“And we are really proud to continue our association with golf.”
RBC’s Broad Impact on Golf Development in Canada
RBC’s involvement extends well beyond event sponsorships. The institution invests in junior golf programs through the RBC Community Junior Golf programs and the First Tee initiative, promoting accessibility and inclusion for young players nationwide. Additionally, RBC supports grassroots competitions like the RBC Scramble, which give everyday golfers an opportunity to compete nationally, as well as elite development programs such as Golf Canada’s national team and the Canadian Golf Foundation.
This extensive involvement fosters the growth of promising Canadian talent, including notable players such as Nick Taylor and Brooke Henderson.
“Golf Canada is extremely proud to celebrate the extension of a tremendous partnership with our friends at RBC as well as the PGA Tour,”
said Laurence Applebaum, CEO of Golf Canada.
Players and Executives Celebrate RBC’s Role in Canadian Golf
Top Canadian golfer Corey Conners emphasized RBC’s importance in the sport’s development within the country.
“RBC means everything to Canadian golf and the growth of the Canadian Open,”
Conners said.
“I am proud to have them as a long-standing partner and grateful for how dedicated they are to the PGA Tour.”
Mary DePaoli also highlighted RBC’s approach to sponsorships, stating,
“We have never been satisfied with just putting a logo on something. We really do care. We want something that is mutually beneficial for all parties.”
Deliberate Sponsorship Strategy Amidst Tour Uncertainty
The process to finalize the multi-year arrangement was cautious, as RBC initially agreed to two one-year extensions following the expiration of its previous deal in 2023. This cautious approach coincided with competition and struggles between the PGA Tour and LIV Golf, prompting RBC to wait for a clear and stable future plan from the PGA Tour before committing long term.
Mary DePaoli pointed out the importance of the PGA Tour’s initiatives to gather fan feedback and adjust events accordingly, along with impressive increases in television ratings. For instance, the RBC Heritage recorded a 42 percent jump in viewers last year, while the RBC Canadian Open saw a 16 percent rise in audience numbers.
Looking Ahead to the 2024 Canadian Open
Next year’s RBC Canadian Open is set to return to TPC Toronto at Osprey Valley, beginning on June 11. With RBC’s renewed commitment, Canadian golf looks poised to continue its upward trajectory, supported by strong partnerships and ongoing efforts to enhance the sport at every level from grassroots to professional competition.