22/07/2005
NEWS STORY
Steelback Brewery is gearing up to enter the high-speed, high-profile world of Grand Prix racing with today's announcement of an official sponsorship agreement with Jordan Grand Prix Limited for the remainder of the 2005 Formula One World Championship Season.
Steelback, which currently produces nine specialty beers from its Tiverton, Ontario brewery, will supply the team's race guests with premium, all-natural pilsners and lagers, crafted in the finest Canadian tradition. Steelback also becomes the first Canadian company to have its logo – which incorporates a maple leaf graphic – appear on a Jordan F1 car.
"I am very pleased to have Steelback aboard as a team partner," says Alex Shnaider, Chairman of Midland Group, which acquired Jordan earlier in the year. "It's great to see a Canadian company step up and support our team, especially an exciting new premium brand like Steelback. Obviously, Mr. D'Angelo recognises the powerful marketing advantages of Formula One and we are confident this partnership will be a successful one for both parties."
"I think this is an excellent fit for both teams," says Frank D'Angelo, CEO of Steelback Brewery. "Formula One is the pinnacle of motorsport and since our beer is a premium product, we wanted to associate ourselves with a sport that's at the top of its class. And, since we're a Canadian company, it's only natural that we should join forces with a dynamic, Canadian-owned racing team like Jordan Grand Prix."