Tony Stewart will be sporting the Old Spice colors on his No. 14 Stewart Haas Chevy for the first time in the Budweiser Shootout at Daytona International Speedway to kick off the 2010 season.
But he will also be bringing something familiar with him to the race: his signature Victory Lane Tony Towel.
Tony Stewart and Old Spice are bringing back their popular Victory Towels, which give fans the opportunity to bid on a true collector's item, all for a good cause. After Tony waves the towel after a race win, the towel is then auctioned off for charity.
"I'm thrilled to be behind the wheel with Old Spice again," Stewart said. "Whenever I win, you can bet that I'll be waving that Old Spice towel in celebration."
"Since we started these auctions," Stewart continued, "fans have helped raise more than $20,000 for my Foundation and helped countless people."
Proceeds from the Tony Towel auction goes to Stewart's Foundation, which raises funds for chronically ill children, drivers injured in motorsports activities, and organizations dedicated to the protection of animals.
Stewart's Foundation, which has awarded over $4 million, is also a primary supporter of Victory Junction Gang Camp for chronically ill children.
The return of the Tony Towel also marks the 11-year anniversary of Old Spice's partnership with Tony Stewart.
The company is looking forward to many trips to Victory Lane where Stewart can use his Old Spice towel to wipe off the sweat, as well as the sweet spray of success.
"No one works harder on and off the track than Tony Stewart, and we're proud to be a long-time supporter of his efforts," James Moorhead, Old Spice deodorant brand manager, said. "We're excited for the return of the Victory Towel auctions, and anticipate many return trips to Victory Lane, especially after Tony's strong season in 2009."
"He's proven it's no sweat to be both a driver and an owner," Moorhead continued. "We look forward to raising even more money for the Tony Stewart Foundation."
Once Stewart has completed the hat dance and celebration in Victory Lane, he will autograph his Victory Towel and turn it over to Old Spice for the charity auction on eBay.
Stewart has celebrated with his Old Spice Victory Towel more than 50 times since coming to NASCAR from the IndyCar Series in 1999. This year, Stewart and Old Spice are expecting even more trips to Victory Lane as Stewart begins his second season as owner and driver of the No. 14 Old Spice/Office Depot Chevrolet.
Stewart will be starting in the 13th position for the 2010 Budweiser Shootout, after the qualifying draw party last night. He practiced in the fifth position during Happy Hour and managed to stay out of the fray, including several practice session wrecks.
In celebration of the return of Tony to the track, as well as the return of the Tony Victory Towel, Old Spice is making a very special offer. Old Spice is offering five die-cast cars (1:24 scale) signed by Tony to readers of this article.
The first five readers who email firstname.lastname@example.org with the subject line of "I'm Revved Up for Smoke to Bring the Swagger to the 2010 Racing Season" will receive one of these special die-cast cars, compliments of Old Spice.
So, fire up your emails and get ready to celebrate with Stewart back in Victory Lane waving his Old Spice Tony Towel!