Purposeful Partnerships Report: RBC Canadian Open Edition

Welcome back to the fourth edition of the Purposeful Partnerships Report, the weekly newsletter highlighting purpose-led partnerships within the sports industry. We are back this week with another venue edition of the newsletter. I attended the RBC Canadian Open PGA tournament this past weekend where the best of world golf was on display. I was on the lookout for any purpose-led partnership. I found partnerships with WM , YETI , and FedEx that I wanted to dig deeper into so without further adieu let's get into it!

YETI - Water Bottle Refill Stations

The partnership between Golf Canada and Yeti showcased an exceptionally effective activation that not only resonated with Yeti's objectives and offerings but also provided a highly practical benefit for both patrons and volunteers.

While Yeti coolers were prominently displayed around the course, it was the two strategically placed Yeti Water Stations that truly stood out. These stations featured a total of ten water taps, facilitating easy refills for water bottles throughout the tournament duration. This initiative not only contributed to reducing plastic waste from single-use bottles but also ensured that patrons remained adequately hydrated and safe amidst the hot days on the golf course.

This partnership exemplifies a sustainable home run—simple, effective, and leaves a lasting positive impression on users. It's a win-win scenario where environmental consciousness aligns seamlessly with practical convenience, enhancing the overall experience for everyone involved.

Waste Management - “Will It Recycle’’ Challenge

Waste Management is the official Waste Management and Sustainability partner of the RBC Canadian Open and this partnership was visible all over the course. The "Will It Recycle" Challenge, promoted by Golf Canada and WM, aims to educate people on proper recycling practices. Promotional signs with a QR code above every waste bin around the golf course encouraged attendees to participate. The QR code directs users to the contest page, where they must complete a three-question recycling quiz to enter. The contest offers a grand prize, including a trip to the 2025 WM Phoenix Open and other perks, making it both an educational initiative and an exciting opportunity.

This innovative promotion turned the typically mundane task of throwing out garbage into an engaging experience and talking point. WM's creativity in their partnerships, showcased at the Canadian Open, highlights their commitment to sustainability and community involvement. I appreciate WM's creativity in all their partnerships, and their work at the Canadian Open was no different.

For more details, visit the Will It Recycle challenge page.

FedEx - Priority Earth

Since 1986, FedEx has held a partnership with the PGA TOUR , elevating to premier partner status in 2007 coinciding with the launch of the FedEx season-ending playoffs. This esteemed status affords them a consistent presence at all PGA Tournaments, including the RBC Canadian Open.

At the tournament, FedEx showcased its commitment to environmental stewardship through a display centered around their ‘’Priority Earth’’ mission, featuring one of their latest electric delivery vehicles. The vehicle served as a tangible representation of their pledge to move towards carbon-neutral operations by 2040. Accompanying the display was a QR code leading to a website detailing FedEx's sustainability goals and strategies.

Despite these efforts, the activation and overall 'Priority Earth' mission left much to be desired. The presentation appeared lacking in substance, seemingly aimed more at garnering goodwill from patrons rather than fostering genuine environmental impact. The mission statement and messaging came across as vague, omitting critical details about current initiatives and production processes.

While highlighting future aspirations is commendable, the absence of transparent communication about ongoing efforts and environmental impacts left the activation feeling uninspired. To correct this underutilized activation effort, I believe FedEx should make a more concerted effort to better integrate into the sport and event in the future.

An example of this has been done successfully with FedEx's competitor DHL, who, in collaboration as the logistics partner of Formula E, pioneered the use of Sustainable Aviation Fuel (SAF) to transport freight between Berlin and Shanghai. The use of SAF reduces greenhouse gas emissions by at least 80 percent when compared to kerosene aviation fuel.

This example highlights what it takes for a partner to leverage their area of expertise to help address an area of concern, benefiting both the partner and the property.

For more details, visit the Formula E page.

That’s All Folks

That brings this RBC Canadian Open themed edition of the Purposeful Partnerships Report to an end. I hope you enjoyed the read and found the format insightful. Stay tuned for the next edition, where we will continue to explore and celebrate purposeful partnerships making a difference!