www.globalgolfpost.com
MARCH 19, 2012
ROBERT THOMPSON
E-MAIL ROBERT
Jim Little – backed by millions in
corporate dollars – changed the tone of
discussion about golf in Canada. Little,
chief brand and communications officer
for Canadian bank RBC, spearheaded the
company’s push into golf sponsoring.
Five years ago, new to his role at
RBC, Little helped resuscitate the Ca-
nadian Open after the tournament was
left without a title sponsor following the
departure of Bell Canada. From that point
Little set a course on one of the more
ambitious marketing strategies in golf,
sponsoring events and players at a time
when the financial world was abandon-
ing the sport in the wake of the economic
crisis of 2008.
He did deals with the PGA of America
and also with a large group of players,
including former world No. 1 Luke Don-
ald. RBC eventually snapped up the title
sponsorship to the PGA Tour’s Heritage
Classic as well, throwing that tournament
a lifeline. All of a sudden, RBC was a big
player in golf, spending more than $20
million annually by some estimates.
It was surprising last week to hear
Little announce he was departing the
bank, heading for a marketing gig with
telecommunications and entertainment
company Shaw Communications.
“I can be a little emotional about this
and have a little more perspective now,”
Little said a day after news of his resigna-
tion was made public.
Little has always said the bank’s foray
into golf was driven pragmatically in an
attempt to find a marketing outlet that
connected with clients, largely in the
financial services and wealth manage-
ment side of the bank. That he also found
golf at a sale price following the financial
meltdown didn’t hurt. As he piled on mil-
lions in marketing deals, Little continued
to say it was all about business. Sure,
he was a golfer who played out of Royal
Montreal, where he’s a member, but
that wasn’t his motivation for becoming
involved in the game.
Good for the country indeed. When
Little started his gig at RBC, the Canadian
Open was on life support. Once a tourna-
ment where the best turned up to play
– think Nicklaus, Norman, Watson and
Woods – it had fallen into distant second-
tier status on the PGA Tour, lucky to have
any of the top 50 in the world turn up to
play.
Last year, through savvy deals inked
by RBC, Donald, Els, Jim Furyk, Matt
Kuchar and a host of other stars were at
Little was about a return on investment
and a smart, inexpensive marketing pitch.
He was trying to do what he felt was right
for the bank, but in turn he helped bolster
Canadian golf.
Little was about a return on invest-
ment and a smart, inexpensive market-
ing pitch. He was trying to do what he
felt was right for the bank, but in turn he
helped bolster Canadian golf.
“It is the intersection of something I
loved and that is great for the business,”
Little says. “And that common connection
made it go quickly and meant we could do
a lot. RBC had the courage of stepping in
when most were stepping away. And that
I’m proud of – it did a lot of economic and
sporting good for the country.”
the tournament in Vancouver. RBC’s mil-
lions turned around a sinking ship.
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