Golfweek

By ADAM SCHUPAK
Senior Writer

The Royal Bank of Scotland inked a four-year agreement to become the United States Golf Association’s fourth and final corporate partner.

The 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 also will help the USGA develop new media content and contribute to the USGA’s “For the Good of the Game” initiative, focusing primarily on introducing golf to junior players.

The national governing body for golf in the U.S. and Mexico was considered one of the last bastions of anti-commercialism in sports until it signed a multiyear deal with American Express in late 2006;  it became the USGA’s first official corporate partner since its founding in 1894.

Pete Bevacqua, the USGA’s chief business officer, said the association’s goal was to find four strategic partners.

“We’re very happy with the portfolio we now have,” Bevacqua said. “We have no intentions of moving beyond four at this time.”

Lexus and IBM round out the sponsors.

RBS also has partnered with the R&A and PGA of America, giving it “official” status with three of golf’s four majors. RBS also is the official bank of the European Tour, a trustee of The First Tee and has endorsement deals with Jack Nicklaus, PGA Tour player Luke Donald and LPGA player Paula Creamer.

“Golf is critical to our challenge of awareness in America,” said Allan Witt, RBS head of group brand communications. “Golf is part of the fabric of America, and the goal we set is to get into the fabric of golf over the last number of years.”

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Adam Schupak is a Golfweek senior writer. To reach him e-mail aschupak@golfweek.com.


Posted: 5/14/2008

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