A New Name But The Same Game For The RCGA

The internet dictionary known as Wikipedia describes rebranding as the process by which a product or service developed with one brand name, takes on a new identity, often in an attempt to distance itself from certain negative connotations of the previous branding, or to increase market share. Sometimes it works, sometimes it doesn't.

In the mind of Scott Simmons, Executive Director of the Royal Canadian Golf Association, the governing body of the sport in this country, it is time for a change; it is time to become more relevant, more appealing to the many golfers in Canada who presently are not members of the RCGA. Rebranding, he believes, could be worth thousands of new dollars to an organization that is struggling to grow itself and it's reputation within the golf community.

In a recent interview with his hometown Brantford, Ontario newspaper, the BrantNews.com, Simmons has indicated that an announcement of the name change will be made next week. Speaking to BC Golf News this week the RCGA's Director, Media and Public Relations, Dan Pino, confirmed the name change, but said the announcement is being planned for April.

Regardless, Simmons believes that by rebranding the name of the RCGA to Golf Canada, it could have the same impact for golf that hockey received when the Canadian Amateur Hockey Association became Hockey Canada . . . relevancy and respect.

"We weren't relevant or respected by golfers. There was no awareness and therefore no relevance for them ... It's time to make those changes and create value for those who love the game," Simmons is quoted as telling the BrantNews.

Golf Canada, Simmons says, will fulfill the same roles of governing the sport as the RCGA, but will seek new ways to raise funds and awareness to help develop the sport, as per its mandate since being appointed the NSO for golf in 2005.

"The goal is to grow the game and the way to do that is to make this progression successful," he said.

According to the paper, under the new brand private club members will automatically receive membership through their clubs and non-member players will be able to apply for a $25 membership through Golf Canada, which is exactly how it works now for the not-for-profit RCGA

With extra funding, Simmons believes Canada could produce more and more competitive athletes in golf, which is already the highest participation sport in the country with 21 per cent of Canadians playing it annually.

Even without the name change the number two ranked amateur in the world is Canada's Nick Taylor of Abbotsford, a senior with the University of Washingto0n Huskies. Number three on the R & A world list is Matt Hill of Bright's Cove, Ont. Others in the top 100 ranking include No.60 Marc-Étienne Bussières of Quebec, No. 62, Taylor's teammae at UW, Darren Wallace of Langley, and No. 70 Brett Cairns of Ontario.

Under Simmons' leadership the RCGA has already taken some giant leaps forward within the world of professional golf, signing CN on as a major sponsor of the CN Canadian Ladies Open, which is now one of the most popular tournaments on the LPGA Tour schedule, and by bringing the Royal Bank of Canada aboard as title sponsor of the RBC Canadian Open. These two sponsors alone have elevated Canada as a relevant player on the world stage of professional golf.