Wade, back when Rob Shirley w/ MasterCraft brought Coors Light in as the title sponsor, they sold enough product over the 3-days at our stop to pay for their sponsorship! Subsequently, Anheiser Busch stepped up w/ Michelob Dry and Bud Dry as the titles in later years. One of the benefits is that the local distributor reaps benefits as well and works w/ the LOC in co-op advertising that draws people to the event. I've always thought an non-endemic sponsor was best for the sport so as not to drain the resourses of the boat / ski companies. Good luck and keep us posted.ÂÂ