Canadian PGA and RBC Ink Deal

RBC’s dominance of all things golf continues with the company inking a deal to present the Canadian PGA’s new player rankings. The Canadian PGA this week is relaunching its CPGA Championship — calling it the PGA Championship of Canada — for the first time since Jon Mills won the event in 2005 when it was part of the Nationwide Tour.

“RBC is proud to add the Canadian PGA to our esteemed list of partners,” said Jim Little, Chief Brand and Communications Officer, RBC. “As the Official Bank of the Canadian PGA, we support their vision of formalized player rankings that will ultimately ensure the country’s best club professional receives an exemption into the RBC Canadian Open each year, and we look forward to this week’s activities in Calgary during the PGA Championship of Canada.”

Esteemed partners indeed. RBC now has its logo on top golfers — Luke Donald, etc. — top organizations (the PGA of America and the PGA in Canada) — and top tournaments (PGA Championship, Ryder Cup, RBC Canadian Open). Not surprisingly starting in 2012 the top player on the CPGA’s rankings will get a spot into the RBC Canadian Open.

It shouldn’t catch anyone off guard that RBC wanted this relationship following the bank’s deal with the PGA of America. It also shouldn’t catch anyone unaware when the bank renews the Canadian Open deal at some point this summer.

The only concern anyone should have is that RBC and Jim Little suddenly decide golf isn’t the best marketing vehicle for them…

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Robert Thompson

A bestselling author and award-winning columnist, Robert Thompson has been writing about business and sports, and particularly golf, for almost two decades. His reporting and commentary on golf has appeared in Golf Magazine, the Globe and Mail, T&L Golf and many other media outlets. Currently Robert is a columnist with Global Golf Post, golf analyst for Global News and Shaw Communications, and Senior Writer to ScoreGolf. The Going for the Green blog was launched in 2004.

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