targa_logo2.jpgCanada’s longest and toughest motorsport event and Canada’s fastest growing brewery have formed a new marketing partnership that will bring the two names together in the Steelback Targa Newfoundland 2007.

The agreement between Newfoundland International Motorsports, owner of Targa Newfoundland, and Steelback Brewery, sponsor of the Steelback Grand Prix of Toronto race in the Champ Car World Series, was announced by the two companies as part of an aggressive campaign to introduce the Steelback brand to the province.

The deal adds the Steeback name to the event title, and brings a host of National Hockey League celebrities like Phil Esposito, Eddie Shack and Johnny Bower to Newfoundland for the week-long competition, September 8-15, 2007.

Targa joins an impressive list of stellar events and charitable organizations that have struck mutually beneficial partnerships with Steelback, including the Canadian Senior Mens National Basketball team, the Breast Cancer Society of Canada and numerous sports teams and organizations.

“When we started Steelback Brewery a few years ago our goal was to brew premium Canadian beer for Canadians. All Canadians. We’re ecstatic to be here,” said Steelback CEO Frank D’Angelo. Steelback Copperhead Pilsener, Steelback Draught, and Steelback Silver were introduced in Newfoundland earlier this year.

D’Angelo will lead some of Canada’s best-loved sports heroes on a tour of locations along the Targa route. Included in the touring entourage are Esposito, Shack, Bower and Bill Derlago, who will greet fans along the way. D’Angelo and his band, the Steelback 2-4, will perform at the event’s gala awards presentation.

“This is the kind of marketing partnership that is truly a win-win for the partners,” added Scott Giannou, vice president of Newfoundland International Motorsports. “The event helps the launch of Steelback, and Steelback carries the word about Targa and Newfoundland to people across the country.”

Steelback Brewery is a privately-owned company based in Tiverton, Ontario where it brews eleven 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

Targa Newfoundland is one of three internationally recognized Targa motorsports events in the world and is listed on the Federation International de l’Automobile (FIA) international calendar.

The 6th annual Targa Newfoundland will start and end in St. John’s and will cover more than 2,000 kilometres of the challenging, twisty roads of the central and eastern portion of the island of Newfoundland over six days, including up to 400 kilometres of closed-road, flat-out Targa Stages. The event starts with registration and technical inspection in St. John’s on Saturday, September 8, and concludes back in the city on Friday, September 14, 2007.

Competitors have come from the U.S., Australia, New Zealand, Holland, the Bahamas and the U.K. for the first five editions of Targa Newfoundland. Entries continue to arrive daily for the 2007 event. Targa Newfoundland is owned and organized by Newfoundland International Motorsports.

Comments

comments

Powered by Facebook Comments