Unexpectedly today, Molson Canada announced their decision to withdraw their title sponsorship of the Molson Indy Montreal. source: Iain Shankland Richard Moisan, Director of Trade Marketing and Events for Molson in Quebec explained; "We continuously evaluate the ongoing competitiveness of all of our activities and we came to the conclusion that we should focus our investments on activities that are more representative of the Molson Dry brand and of its consumers' interests." With this announcement seemingly based on the Molson Dry brand initiative, one might ask why isn't it being replaced by Molson Export, Coors Light or some other Molson product? Why withdraw completely? What better continuation of the marketing catch phrase - "Coors Light - The Silver Bullet" than a racing event!? Or what about sponsoring a shiny silver car? Come on Molson, surely there's some value in sponsoring the Champ Car World Series. Perhaps we should have seen this coming. First of all, Molson withdrew their support of the Champ Car World Series when the Vancouver event had to be cancelled due to preparations for the Olympics. Could they not have stepped up to sponsor the new event in Edmonton? And then, recently we learned that Molson decided to sell off the Toronto Champ Car event. While they still remain a title sponsor, will they return for the 2007 season? And now today's shocking announcement regarding Montreal. And so the questions arise, with Molson withdrawing sponsorship of the Champ Car Race in Montreal, what are the possible repercusions? Will Montreal see the Champ Cars race in their city again? Or do we have nothing to worry about? The announcement that Molson have pulled out came as quite a shock, and although Mr. Legault, President and CEO of GPF1 Inc. (promoter and organizer of CCWS events in Montreal) insists that they will be working hard to find a major sponsor for the race title, will he succeed?
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