Steelback Brewery Becomes New Title Sponsor for Grand Prix of Toronto



    TORONTO, March 13 /CNW/ - After 21 years, history was made today for
Toronto's premier sporting event of the summer when the Grand Prix of Toronto
announced that Steelback Brewery has signed a multi-year agreement to become
the event's title sponsor. The 21-year old racing event will return July 6, 7
and 8th to Exhibition Place as the Steelback Grand Prix of Toronto.
    "This is a momentous occasion and we're proud to have Steelback Brewery
as our new title sponsor," said Charlie Johnstone, President and CEO, Grand
Prix Association of Toronto. "In Steelback, we've secured a dedicated,
enthusiastic title sponsor who shares our vision of what this event can be and
who will work hand-in-hand with us to make the vision come to life. The
combination of a new title sponsor and some of the best on-track action to
ever race on the streets of Toronto, will make this a truly great year to
attend the Steelback Grand Prix of Toronto."
    The Steelback Grand Prix of Toronto agreement will see Steelback
implementing significant marketing support into this new partnership. Program
elements include a large media buy during prime television programs such as
"Hockey Night In Canada" and on-pack promotions on Steelback and other
D'Angelo products at retail level that will offer consumers a chance to win 1
of 20,000 Steelback Grand Prix of Toronto Grounds Admission Tickets. There
will also be a large bar and restaurant program in several hundred Southern
Ontario locations.
    "This event is Ontario's largest annual sporting event of the summer and
it was a natural fit for Steelback Brewery," says Frank D'Angelo, President
and CEO, Steelback Brewery. "D'Angelo brands joined the event last year as a
sponsor. What we saw was a landmark Toronto event that delivers an amazing
weekend for visitors while putting Toronto on the international sports stage.
We want to work with the best and with a partner who is as ambitious and eager
to do and try new things as we are. We feel we've found that partner in the
Grand Prix Association of Toronto."

    Economic Impact & Giving Back to the Community
    ----------------------------------------------
    In addition to providing world-class racing, the Steelback Grand Prix of
Toronto contributes significantly to its city and province's economy. Since
1986, more than 3.5 million people have come to experience the three-day
spectacle of racing that puts Toronto on a world-stage. The event generates an
estimated $50 million of economic activity in Greater Toronto Area (GTA) which
also:

    
    -   (*)Supported the equivalent of approximately 448 full-year jobs in
        GTA.

    -   (*)Accounted for a $26 million share from GTA towards the Gross
        Domestic Product (GDP) of Ontario.

    -   (*)Attributed approximately $5.1 million to direct tourism spending
        in Toronto from outside of Ontario.
    

    Through its philanthropic wing, the Grand Prix Charitable Foundation, the
Steelback Grand Prix of Toronto has demonstrated its long-term commitment to
the betterment of its community. Since the Foundation's inception in 1986,
more than $5.5 million has been raised through community-based events and
donated to local children's charities.

    The 2007 Steelback Grand Prix of Toronto - Our Track is Hot All Weekend
    -----------------------------------------------------------------------
    The 2007 on-track line up is one the best in the event's history with six
races, featuring more than 160 race cars and drivers from more than 10
countries. Returning to the Exhibition Place track are the Champ Car World
Series and the Champ Car Atlantic Championship. For the first time, the
Exhibition Place track will also host the SCCA SPEED World Championships, Star
Mazda Championship and the Canadian Touring Car Championship.

    About Steelback Brewery
    -----------------------
    Steelback Brewery is a privately-owned company based in Tiverton, Ontario
where it brews 11 distinct brands of premium quality beer: Copperhead Pilsner,
Bruce Country Wild, Steelback Thunder, Steelback Silver, Steelback Red,
Steelback Draught, Tiverton Bear Honey Brown, Tiverton Bear Dark Lager, Chain,
Steelback Light and Tango. It is the first brewery in Canada to use innovative
packaging methods such as unbreakable bottles and large format cans with full
"body sleeve" labels. Steelback is one of the fastest growing new breweries in
Canada with distribution in Ontario, Alberta, Manitoba, Nova Scotia, New
Brunswick and soon in Quebec. For more information visit:
www.steelbackbrewery.com

    About D'Angelo Brands Ltd.
    --------------------------
    D'Angelo Brands Ltd. is a private company committed to providing the
highest quality beverage and food products. Based out of Mississauga, Ontario,
D'Angelo Brands offers a wide variety of beverages including D'Angelo Apple
Juice, Cheetah Caffeine Free Energy Drink, Pulp Fusion, Soul Fruit, D'Uh
Premium Old Fashioned Sodas, as well as private label and co-packaging
services. For more information visit: www.dangelobrands.ca

    About the Grand Prix Association of Toronto
    -------------------------------------------
    The Grand Prix Association of Toronto is the owner and promoter of the
Grand Prix of Toronto. For the past 21 years, Torontonians have celebrated a
long-weekend of world-class racing on their streets. The event will return to
Toronto's Exhibition Place on July 6, 7 and 8, 2007 with a spectacular
festival of international racers and exciting off-track entertainment. Tickets
are on sale now at WWW.GRANDPRIXTORONTO.COM or by calling 416.588.RACE (7223).

    Join the REVolution. Evolution - Only Faster!

    
    (*) E.I. Study Conducted by Tourism Toronto: Toronto Convention and
        Visitors Association
    



    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/




For further information:

For further information: Grand Prix Association of Toronto: Shannon
Emily Davidson, T: (416) 588-RACE (7223) x.241, E:
sdavidson@grandprixtoronto.com; Andrea Hynes, T: (416) 588-RACE (7223) x.240,
E: ahynes@grandprixtoronto.com; For Steelback Brewery, please contact: Mike
Cecere, T: (416) 245-6865 x.228, E: mecere@foxx.ca

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GRAND PRIX ASSOCIATION OF TORONTO

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