Title sponsorship working for Steelback

Since signing a multi-year title sponsorship agreement in March with the Grand Prix of Toronto, Steelback Brewery of Tiverton, Ont., has been full throttle in its promotion of the race scheduled this weekend at Exhibition Place.

Sales of Steelback beer have “skyrocketed" over the last four months as the company launched into its promotion of the Steelback Grand Prix of Toronto, including a national advertising campaign.

“We are thrilled with the promotion and advertising for this event and what it has done for our company," said Steelback President and CEO Frank D’Angelo. “The support from Champ Car World Series and the Steelback Grand Prix of Toronto has been second to none, and we are looking forward to this relationship going forward. Not only have we seen unbelievable results leading up to the race, but in our first day on site, we had to bring in two extra trucks to handle the volume. With the fantastic weather and great racing ahead, we expect an incredible weekend of sales."

The company also hosted an after Qualifying Party at the Steelback Beer Garden following a thrilling round of Champ Car qualifying on Friday. The party featured members of the Toronto Argonauts while a similar party, featuring Phil Esposito and other hockey legends, is slated for post-qualifying on Saturday.

“Frank and his Steelback team truly understand what we are trying to do with the Champ Car World Series, which is to create a festive atmosphere built around the great racing," said Champ Car President & CEO Steve Johnson. “They’re excellent partners, and the fun, lively event that they’ve created here is impressive."

Steelback Grand Prix of Toronto President Charlie Johnstone also shared excitement for the partnership, stating, “Steelback is a young, enthusiastic and motivated partner. We have a shared enthusiasm to bring this event to its full potential. The organizations have displayed unparalleled teamwork in bringing this event to the great race fans."

With the arrival of the Champ Car World Series to the 1.755-mile temporary street circuit, action at the Steelback Grand Prix of Toronto has been non-stop one day into the event. Sebastien Bourdais took the provisional pole in Friday’s first-round of qualifying, edging Oriol Servia by two-hundredths of a second.

The Champ Car Steelback Grand Prix of Toronto is scheduled for Sunday at 1:00 p.m. The race is the second leg of the Champ Car Canadian Triple Crown, a team competition that takes the best average finish at the three Canadian Champ Car events. Will Power and Simon Pagenaud of Team Australia currently lead the standings with Bourdais and Graham Rahal of Newman/Haas/Lanigan Racing in second followed by the RSPORTS team of Alex Tagliani and Justin Wilson.