Daytona International Speedway (DIS), along with The Kroger Co. (NYSE: KR), today announced it will put up for online auction a once-in-a-lifetime collectible helmet featuring signatures of the 24 living past champions of the DAYTONA 500 - racing's Living Legends.
Once-in-a-lifetime Collectible Helmet to be Auctioned on eBay, Proceeds to Benefit United Way of Greater Cincinnati DAYTONA BEACH, Fla.- Daytona International Speedway (DIS), along with The Kroger Co. (NYSE: KR), today announced it will put up for online auction a once-in-a-lifetime collectible helmet featuring signatures of the 24 living past champions of the DAYTONA 500 - racing's Living Legends. In addition to receiving the helmet, the highest bidder in the auction and a guest will be flown to New York City, where they will meet Jeff Gordon - three-time DAYTONA 500 champion, courtesy of Georgia-Pacific and The Kroger Co. All proceeds from the online auction will benefit United Way of Greater Cincinnati. Visit to view the helmet. "This helmet is an amazing piece of racing history," said Gordon. "Being part of this great program is an honor and I look forward to meeting the winning bidder. United Way is a great organization and I am excited about helping the families in the Greater Cincinnati area." Boasting signatures from some of the sport's greatest drivers, the unique helmet showcases 24 Living Legends' autographs including: · Richard Petty (seven-time champion: '64, '66, '71, '73, '74, '79, '81) · Mario Andretti ('67) · Cale Yarborough (four-time champion: '68, '77, '83, '84) · A.J. Foyt ('72) · Jeff Gordon (three-time champion: '97, '99, '05) · Dale Earnhardt Jr. ('04) The auction for the Living Legends helmet will be facilitated by Chicago-based Channel Velocity on - enter keywords DAYTONA 500, Champions and Helmet - and will last for seven days (Oct. 17 - 24, 2007). The highest bidder will be awarded the helmet and its certificate of authenticity, signed by DIS President Robin Braig, upon meeting Jeff Gordon in New York City. "The 50th running of the DAYTONA 500 will certainly bring back many stories of the legendary drivers who helped to build this great sport. DIS is proud to play such a tremendous role in the reunion of the Living Legends," said Robin Braig, president, DIS. "This incredible collectible is the only one available to the public, and whomever wins the auction will not only take home a piece of history, they'll take home a piece of racing's heart." The Kroger Co. is a proud sponsor of the historic 50th running of the DAYTONA 500 (Feb. 17, 2008). For more information, including the opportunity to win NASCAR-themed prizes by playing games and trivia, check out "This helmet is one of the most unique and valuable items that we have ever been able to use in our fundraising efforts for United Way," said Linda Severin, Vice President of Corporate Brands for The Kroger Co. and co-chair of the company's United Way campaign this year. "We thank the team at DIS for their support along the way and for making this great opportunity a reality." The Kroger Co., a Cincinnati-based company, has been an active supporter of United Way for more than 18 years. "We are thrilled about the DAYTONA 500 living champions helmet being a part of this auction and we appreciate Kroger and Daytona International Speedway for teaming up and supporting United Way," said Rob Reifsnyder, president, United Way of Greater Cincinnati. "Industry experts have placed a value of $35,000 - $50,000 plus for this unique piece of history!" About Kroger, Co. One of the largest retailers in the U.S., The Kroger Co. and its 310,000 associates operate more than 3,600 supermarket, convenience and jewelry stores under two dozen names across the country. The company also operates 42 manufacturing plants. Kroger is consistently recognized for its community service efforts in the neighborhoods where its customers and associates live and work. The company has long been a leader in the hunger relief efforts and in 2007 was once again named Retailer of the Year by members of America's Second Harvest, the largest hunger relief

organization in the nation. The company celebrates its 125th anniversary in 2008. For more information, please visit About DIS Daytona International Speedway is the home of the "Great American Race" - the DAYTONA 500 - NASCAR's biggest, richest and most prestigious race in America. Daytona boasts the most diverse schedule of racing on the globe -- from stock cars, sports cars, go karts and motorcycles -- earning it the title of "The World Center of Racing." For more information, visit www.DAYTONA500. About United Way of Greater Cincinnati United Way of Greater Cincinnati was founded in 1915. The annual fundraising campaign became a partnership with American Red Cross, Cincinnati Area Chapter, in 1956. Today the organization provides result-producing programs and initiatives that help children succeed and families become economically stable in eight counties: Hamilton, Brown, Butler, and Clermont in Ohio and Boone, Campbell, Grant, and Kenton in Northern Kentucky. For more information, visit About Channel Velocity Channel Velocity ( provides comprehensive online marketplace management solutions to enterprise customers such as Microsoft, Canon and Philips who need comprehensive marketplace management. Channel Velocity leads this growing industry through superior software, services and systems for brand name manufacturers, retailers and distributors.

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