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