Jun 16, 2011 at 05:40 PM
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RBC Named Title Sponsor of The Heritage, Boeing Presenting

After a long search to fill Verizon's title sponsorship, RBC today filled the roll. The Heritage Classic Foundation announced it will become title sponsor of the RBC Heritage in Hilton Head for a five-year term running through 2016. It was also announced that Boeing will be the event's presenting sponsor through the same year.

"RBC is 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," said Jim Little, chief brand and communications officer, RBC. "Becoming title sponsor of this classic tournament has provided RBC with a unique opportunity to associate our brand with one of the PGA TOUR's most liked and well attended tournaments in North America."

"This is a great day in South Carolina, and we're going to celebrate," said South Carolina Governor Nikki Haley. "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."

As part of the five-year sponsorship deal, RBC will leverage U.S. network television opportunities to promote its wealth management, private banking and capital markets businesses to a coveted client demographic.

"We are delighted that RBC has expanded its relationship with the PGA TOUR and would like to congratulate both RBC and the Heritage Classic Foundation on this new partnership," PGA TOUR Commissioner Tim Finchem stated. "The RBC Heritage will continue to showcase our players, the PGA TOUR, Hilton Head Island and South Carolina to millions of fans worldwide."

For RBC, the sponsorship is another major pillar in the bank's golf sponsorship portfolio, which includes title sponsorship of the PGA Tour's RBC Canadian Open and an official partnership with the PGA of America.