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