RBC has added Australian golfer Jason Day to its Team RBC golf roster.
Team RBC launched in 2010 as part of the bank’s expanded commitment to golf as global brand and marketing platform. The roster includes 13 other golf pros including Americans Matt Kuchar and Jim Furyk, and Canadians Mike Weir and Graham DeLaet.
As part of Team RBC, all players showcase the RBC logo on their golf bags and apparel, and are featured in RBC marketing campaigns.
“For all of our ambassadors in Team RBC, we go through a pretty rigorous process in terms of making sure there’s a good fit. It’s not just from a notoriety perspective; it really is a shared-values analysis,” said Andy Shibata, VP of brand marketing at RBC.
“We wanted to make sure first and foremost that [Day] represented the core values that we represent, [such as] integrity, performance and responsibility,” added Shibata. “And he certainly personifies all of those things.”
Day, the fourth-ranked player in the world, will also add an increased global dimension to the team, according to RBC.
“One of the main drivers of our golf program is to [raise brand awareness] in markets outside Canada,” said Shibata. “As we have global aspirations for our business…we know we wanted to make sure that we have a good balance of golfers who aren’t just relevant in North America, but around the world as well..”
Aside from being featured in future RBC marketing campaigns, Day will support charitable initiatives such as the #RBCGolf4Kids online charity challenge.
“I’m proud to partner with organizations that place an emphasis on and share my interest in giving back to the community,” said Day, in a release. “RBC has a rich history of doing this through their sponsorship of golf and the extensive ambassadorial program they have in place. It’s an honour to join this fantastic team of touring professionals wearing the RBC brand week to week.”
Last month, RBC signed three of Canada’s “next generation of golfers” to Team RBC: Brooke Henderson, Nick Taylor and Adam Hadwin.
“We’re committed to the development of young and up-and-coming professionals and amateurs in the sport,” said Shibata. “Golf as a platform isn’t just a [global] awareness play… Certainly in Canada as well, there’s an emotional connection that we can create with the players we’ve added this year.”
