The multi-year, multi-million dollar deal replaces a previous deal with Molson.
It is only the second title deal signed in the event’s 21-year history.
Said Charlie Johnstone, president and CEO of the 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.”
This year’s event takes place between July 6-8.
Steelback will implement ‘significant marketing support’ into the new partnership, including a large media buy during prime television programmes such as Hockey Night In Canada and on-pack promotions on Steelback and other products at retail level.
Added Frank D'Angelo, president and CEO of Steelback Brewery: "This event is Ontario's largest annual sporting event of the summer and it was a natural fit for Steelback Brewery.”
