There were no gasps of disbelief when it was announced on a Tuesday teleconference that RBC had taken title sponsorship of the Canada Cup match play event to be played this summer in Halifax as part of GOLFest Nova Scotia.
After all, RBC already has its name on the Canadian Open, the RBC Heritage and its ambassadors include, among others, Graham DeLaet, David Hearn, Mike Weir and Matt Kuchar, who will all be playing at the Canada Cup.
“With one of the strongest corporate imprints, we see the sponsorship of the Canada Cup as a natural fit for us and we’re absolutely thrilled to see the competition play out and the international branding rights that we hope will come our way,” said Kim Mason, RBC’s regional president in the Atlantic Provinces.
With PGA Tour players such as the ones mentioned above, the RBC logo will once again earn attention from outside the Atlantic region and outside the country for that matter, but Mason emphasizes that there is an important regional consideration.
GOLFest Nova Scotia will also feature a WebDotCom Tour event and the attention it receives from the area surrounding the festivities makes the sponsorship a wise investment on two tiers, according to Mason.
“I can say, seeing how active the sport is and the growth rate of the sport across the Atlantic provinces along with the many beautiful courses we have, this really is a natural fit,” she said of the profile and hosting opportunities that will come.
“Our employees have a strong culture of volunteerism and community engagement and we know that there will be a very high level of interest from our employees to take on some of the volunteer positions associated with the event,” she said.
“We look forward to hosting many of our clients as our valued guests at this event. We’re excited to be involved in an event which will bring such a high calibre of golf and entertainment to Nova Scotia and look forward to hosting many events associated with this,” said Mason.
A strong fan base is expected for the inaugural event, according to Mason, and that includes existing and potential company clients.
“We’re absolutely looking at it as a regional event, but one that will draw national interest. It’s great for the province, but even better for the Atlantic region,” she said.
“We do have a very strong fan base here in terms of the sport of golf, so I’m excited to see how many fans will be along the sidelines,” said Mason.
“I think it’s going to draw an incredible amount of interest and I’ve been very eager to support this since I first learned about it, so I’m very much looking forward to seeing who comes out to support this great event,” she said, drawing on previous RBC experience.
“We have to be where our clients are and golf is a sport that certainly draws a large audience from our clients across Canada and we’re big fans of the RBC programs and supporting players like David Hearn and Graham DeLaet and Mike Weir,” she said.
“This is just a natural fit for us,” said Mason.