Canadian automotive aftermarket advertising and marketing veteran Lube Koval passed away suddenly late Monday evening. Koval, who helped build the Matthew.Scott agency from an advertising entity to a full data gathering and sales and marketing assistance venture, passed away in Toronto of undisclosed complications. He was 52. He was involved in the automotive aftermarket in ways far beyond that of an advertising and marketing services provider, having worked to further many aftermarket initiatives. Most notably he was a member of the board of directors for Shad’s R&R, a charitable cause in aid of muscular dystrophy research that has raised millions of dollars over the years. Matthew.Scott also provided the ice time each year for the fundraiser “Slapshots for a Cause” which donated money to the Canadian Cancer Society. He was also conspicuous at many industry events and made presentations to the aftermarket industry on a number of occasions. Koval is survived by wife Janice and three sons, Matthew, Christian and Michael. A church service is scheduled for Friday, February 4th at 10 a.m. at North Bramalea United Church, 363 Howden Blvd., Brampton (off Williams Parkway East). Visitation begins at 9:00 a.m. A celebration of Lube’s life will take place following the service at Devil’s Pulpit Golf Club, 3035 Escarpment Sideroad, Caledon Village. In lieu of flowers, the family has asked that donations be made to Canadian Blood Services or Organ Donation Ontario. Condolences may be sent to the family at email@example.com.