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Bench Talk / Off The Wire

The Brand Ambassador


By Fred Wallace


Hi, this is Fred Wallace with " Off the Wire ".

It's been quite an evolution of sports celebrity in our lifetime.

As a kid, I wanted Bobby Hull skates.

Eddie Shack sold Pop Shoppe and Glad garbage bags.
Lanny McDonald sold Hungry Man dinners.
Rocket Richard dyed his hair.

Of course, Miller Lite had those famous TV commercials with former athletes and sports personalities touting " Tastes Great, Less Filling ".

Somewhere along the line, Drake became the ambassador of the Toronto Raptors of the NBA.

I didn't understand it then, but it's obviously been successful with the relationship extended.

And just last week, my bank, RBC, announced that golfer Dustin Johnson was their newest brand ambassador.

I'm sure the RBC-Johnson relationship is good for all involved.

Johnson, certifiably a big name in golf, will compete in the RBC Canadian Open, a tournament that too often is bereft of big names.

His U.S. profile is likely to be utilized as RBC attempts further growth into the American market, ala their rivals, TD Bank.

And for the wealthiest of the wealthy of RBC clients, of which I am no longer among thanks to the stock market last week, what could be better than a meet & greet with the bank's newest ambassador to secure greater brand loyalty ?

From Bobby Hull skates in the 60's to Dustin Johnson repping my bank 50 years later, the power of celebrity in sports continues to grow and travel unique avenues.

I'm Fred Wallace

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