The Royal Bank of Scotland Group (RBS) has become a corporate partner of the United States Golf Association (USGA), the national governing body of golf in the USA, its territories and Mexico.
RBS Group is one of the largest financial services groups in the world and includes NatWest, Coutts, Ulster Bank, Direct Line and Churchill Insurance. In October 2007, RBS, in conjunction with Fortis Bank and Banco Santander completed the acquisition of Dutch banking group, ABN AMRO.
The four-year agreement with the USGA features a number of components that will be integrated across all USGA championships, including the U.S. Open and U.S. Women’s Open. RBS will also support new media platforms and contribute to the USGA’s “For the Good of the Game” initiative, which aims to introduce golf to new audiences.
“The USGA is honored to have RBS as its corporate partner to help build awareness for our Association,” said USGA president Jim Vernon. “We are looking forward to working with RBS to support our new media content for the USGA, including USGA.org and USOpen.com. We are gratified by their commitment to work with us to introduce the game of golf to those who would otherwise not have the opportunity through our ‘For the Good of the Game’ grants initiative.”
“We are extremely pleased to be working with the USGA to help enhance the appreciation of the game for existing USGA Members and look forward to bringing this wonderful game to a multitude of new golfers by supporting their ‘For the Good of the Game’ initiative,” said Allan Watt, RBS head of group brand communications.
The USGA partnership will allow RBS to develop and build on its record as a long-time supporter of the game of golf. RBS now has ties to three of golf’s four majors, as official patron sponsors of The Open Championship and the PGA Championship.
Among the activities and marketing opportunities RBS will have in the program are:
• • RBS will make a major contribution to the USGA’s “For the Good of the Game” initiative and will focus on introducing the game to junior golfers
• • RBS will help develop new media content for the USGA, including USGA.org and USOpen.com
• • RBS’ partnership with the USGA will extend beyond the U.S. Open and include support for the U.S. Women’s Open
The USGA corporate partners program is designed to expand the organization’s communication horizons and help diversify the USGA’s sources of income and reduce expenses so the organization can continue supporting programs such as the USGA Grants program and USGA amateur championships.