| tona 500, which is commonly referred to as the | | | | Daytona 500 victor, already promotes another |
| Super Bowl of NASCAR, is held each year in | | | | product in the Elizabeth Arden fragrance line. Halston, |
| February. Drawing hundreds of thousands of fans | | | | which is also a men’s fragrance, is promoted |
| each year, with even more watching at home on | | | | by Jeff Gordon, who serves as product spokesman. |
| television, the Daytona 500 is racing’s most | | | | When Gordon signed on as a representative in |
| anticipated event. The sports news media agrees | | | | February 2005, Elizabeth Arden claimed that their |
| with large press attendance and pre-event weekend | | | | sales increased by 30-40% from previous sales. It is |
| coverage. It serves as the season opener for the | | | | this relationship that creates the preexisting |
| new racing season, but now it serves as so much | | | | association between Elizabeth Arden and NASCAR. |
| more. While sports news continuously surrounds the | | | | With the release of the Daytona 500" fragrance, |
| annual Daytona 500, it is now focused on a new | | | | sports news will once again be swirling around the |
| men’s fragrance of the same name. | | | | sport. But, by April, with the Daytona 500 |
| Elizabeth Arden, which is the #2 American perfume | | | | competition long since past, the new Daytona 500 |
| creator, will begin offering the Daytona 500" | | | | sports news will come in the form of a men’s |
| men’s fragrance beginning in April 2006. In | | | | fragrance. With this being the first racing-related |
| addition to being found at participating retailers, the | | | | fragrance, it is only fitting that it would be named |
| Daytona 500 fragrance is expected to be readily | | | | after the first regular NASCAR sanctioned event. |
| available online. Elizabeth Arden believes that the | | | | During it’s earliest days, racing at the beach in |
| scent embodies the confidence, power and | | | | Daytona quickly became the base for which the |
| intensity of the men daring enough to race in the | | | | sanctioning body of NASCAR was born. |
| ultimate adrenaline rush. And what a rush it is. The | | | | Sports news is found everywhere from the internet |
| Daytona 500 is arguably the most exciting race of | | | | to the television and printed publication. If it happens |
| the year and is widely published in sports news | | | | in NASCAR and the Daytona 500, it is sure to be |
| publications, as well as sports news programs. | | | | covered. |
| Jeff Gordon, four-time Cup champion and defending | | | | |