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RBC BUILDS MOMENTUM IN GOLF FOR 2011 BY PARTNERHNG WITH PGA STARS

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RBC BUILDS MOMENTUM IN GOLF FOR 2011 BY PARTNERHNG WITH PGA STARS Powered By Docstoc
					RBC BUILDS MOMENTUM IN GOLF FOR 2011 BY PARTNERING WITH PGA TOUR
           STARS JIM FURYK, ERNIE ELS AND MATT KUCHAR

           Player ambassadors to champion important charitable causes



       TORONTO, January 6, 2011 — As the 2011 PGA TOUR season kicks off this
week in Hawaii, RBC is deepening its involvement in the sport through new partnerships
that will help build brand momentum and strengthen its charitable commitments.

       Today, RBC is proud to announce new relationships with PGA TOUR stars Jim
Furyk, Ernie Els and Matt Kuchar who will become ambassadors and represent the
RBC brand at tournaments all over the world.

       Today’s announcement builds on RBC’s ongoing involvement in golf where it is
the Official Bank of the PGA of America and the title sponsor of the 2011 RBC
Canadian Open which will be played at Shaughnessy Golf and Country Club on July 21
to 24 in Vancouver, British Columbia. RBC also provides support for the Canadian
Amateur Golf Championships, Golf Canada’s development program and high
performance national team.

       “Golf is one of the key drivers of RBC’s brand momentum,” said Jim Little, Chief
Brand and Communications Officer at RBC. “As our company establishes itself as a
leading global financial institution, we have the opportunity to partner with world class
sports professionals like Furyk, Kuchar and Els. These players are well respected and
have global recognition; they will be great ambassadors for RBC and the charitable
causes we support. By leveraging our golf sponsorship and the ambassador program,
we are able to reinforce our brand relevance in Canada and increase our brand
presence around the world.”
       RBC becomes the official banking and financial services partner for each athlete
and as part of Team RBC, all players will carry RBC branded golf bags and be featured
in RBC marketing and advertising planned for the U.S., Canada, and international
markets. They join Anthony Kim, Fred Couples, Luke Donald, Stephen Ames, Mike Weir
and Morgan Pressel as RBC’s golf ambassadors.

       In 2011, RBC will continue to leverage its golf program to raise funds for
important charitable causes, in particular children's charities. Each player, event and
partnership with which RBC is associated will be used to help give back to local
communities, as well as increasing the prominence of RBC’s brand.

          “RBC is one of the strongest and most stable banks in the world and I am
impressed with their leadership and reputation,” said Ernie Els. “I’m proud to represent
their brand, meet with their clients and support worthwhile charitable causes with them.”

       “I am honoured RBC has selected me to be an ambassador for them on the PGA
TOUR,” said Jim Furyk. “Having won twice in Canada, I am excited to see the impact
RBC has had on their national championship and look forward to supporting them in
their efforts both on and off the golf course.”

       “After playing in the RBC Canadian Open last summer and witnessing first-hand
what a dynamic organization RBC is, I am very excited at the opportunity to partner with
them,” said Matt Kuchar. “They have become a big name in golf in a short period of
time and it’s really exciting to be joining a team of world-class players they have
assembled as brand ambassadors. I'm also looking forward to helping grow their brand
in the south-eastern states where I'm from and where their retail banking business is
based.”

       In 2010, Kuchar, Furyk, and Els finished first, second and third respectfully on the
PGA Tour’s Official Money list, with Jim Furyk capturing the 2010 FedEx Cup and the
PGA of America’s Player of the Year Title.
About Ernie Els
     18-time PGA Tour Winner including the 2002 Open Championship and the 1997
     and 1994 U.S. Open Championships
     26-time European Tour Winner and 24 World titles
     6-time Presidents Cup team member
     Formed the Ernie Els Foundation in 1999, with the purpose of providing golfing,
     educational and life skills support to disadvantaged children in South Africa.
     Established the Els for Autism Foundation in spring 2009 after son Ben was
     diagnosed with autism. The foundation is now in the midst of creating The Els
     Center of Excellence, a catalytic project that includes a global digital learning
     platform as well as education, research, medical and professional services and
     transition to adulthood for children on the autism spectrum.
     The Center will include an educational program for children age 3-21
     Ernie Els Wines launched in 2002 and six wines are now housed under this
     portfolio
     Ernie Els design is responsible for the design of 9 golf courses throughout the
     world, with others currently under construction

 About Jim Furyk
    16-time PGA Tour Winner including the 2003 U.S. Open Championship, and the
    2007 and 2006 RBC Canadian Opens
    7-time Ryder Cup, and 6-time Presidents Cup team member
    In 2010 Jim was named Player of the Year for both the PGA of America and the
    PGA Tour
    Jim’s father Mike taught the game to him at a young age and to this day is the
    only swing coach Jim has ever had
    Primary philanthropic associations are with the Jim and Tabitha Furyk
    Foundation and the Children’s Miracle Network, among others

 About Matt Kuchar
    3-time PGA Tour Winner, and 2010 Ryder Cup team member
    Winner of the 2010 PGA TOUR Money List with $4,910,477 in earnings
    2010 winner The PGA of America’s Vardon Trophy, awarded each season to the
    touring professional with the lowest adjusted scoring average
    Matt focuses his charitable efforts on Camp Twin Lakes which provides a
    network of camps for children struggling with illnesses, disabilities and
    challenges
    Kuchar promotes a golf event held by Camp Twin Lakes each year and this past
    year he donated half of his Ryder Cup appearance funding
    Also supports Ronald McDonald House and specifically the branch in
    Jacksonville, FL. where other half of Ryder Cup funding was allocated in 2010

                                         - 30 –


For further information, please contact:
Jackie Braden, RBC Brand Communications, 416-974-1724, jackie.braden@rbc.com

				
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