Crown Royal Championship Racing Places Custom Chopper With NASCAR 'Champions Helmet' Up For Bid For Hurricane Katrina Victims

'Royal Relief' Proceeds to Benefit Hurricane Katrina Relief Efforts

NORWALK, Conn., Sept. 12 -- Starting Monday, September 19, motorcycle and NASCAR enthusiasts can bid on a one-of-a-kind Custom Crown Royal Chopper -- with a helmet signed by the past two NASCAR Nextel Cup and Crown Royal IROC champions -- with proceeds to benefit Hurricane Katrina victims in the Gulf Coast. Dubbed "Crown Royal Relief," the initiative was launched to support Hurricane Katrina relief efforts, and will feature a charity auction on eBay (www.crownroyal.com/relief) of the award-winning chopper from September 19 - 29. Included in the charity auction package is a helmet signed by the 2003 and 2004 NASCAR champions -- Matt Kenseth and Kurt Busch. All bidders must be 21 year of age or older.

The themed custom chopper, originally designed by professional bike-builder Chip Collins, has been on display all season long at the Crown Royal Fan Experience consumer tent that travels to most racetracks during the 2005 NASCAR season. The Chopper has won numerous awards, including Easy Riders Best of Show (2004) and 2nd place at the Easy Riders Invitational (2004).

"For decades, the people of the Gulf Coast region have been an integral part of the Crown Royal family, and now it is our turn to give something back in their hour of need," said Jerry Knight, Director Crown Royal. "Crown Royal is proud to do its part to aid in the rebuilding efforts, and we hope that the money raised through this charity auction brings some comfort to those in need."

To generate support and interest in the charity auction, NASCAR drivers Kurt Busch and Matt Kenseth will help spread word of the online event during their upcoming races and media appearances. The No. 97 racecar driven by Kurt Busch during upcoming Nextel Cup races, as well as the twelve Crown Royal International Race of Champions (IROC) vehicles driven during the IROC race in Richmond this Thursday, September 8, will feature a specially-designed Crown Royal Relief logo and website (www.crownroyal.com/relief).

"It's a privilege to take part in such a worthy cause," said Kurt Busch. "The people of that region need our help, and everyone at Crown Royal Championship Racing recognizes the urgency to do whatever we can to assist in the relief efforts."

Crown Royal's integrated motorsports marketing plan includes primary sponsorship of the No. 97 car at six races during the 2005 season, including the Allstate 400 at the Brickyard. When Crown Royal is not a primary sponsor, the brand supports Kurt as an associate sponsor of the No. 97 car throughout the 2005 season. Crown Royal has been capitalizing on its sponsorship of the No. 97 team on several additional levels throughout the season, including consumer promotions and retail events, dedicated print and broadcast advertising to promote responsible drinking, licensing, online consumer promotions, public relations and hospitality.

Crown Royal also continues to engage race fans across the country with its 2005 title sponsorship of the Crown Royal International Race of Champions (IROC) series. In addition, Crown Royal Special Reserve sponsors the Doran Lexus team competing in the 2005 Grand American Rolex Sports Car Series driven by Matteo Bobbi, Frabrizio Gollin and Didier Theys. Crown Royal also sponsored the Multimatic Ford car driven by the team of Kurt Busch, Matt Kenseth, Greg Biffle and Scott Maxwell at the Rolex 24 hours at Daytona race on February 5-6.

Kompolt was retained to manage the listing. Kompolt is the highly regarded "go-to" online auction agency for creating successful, high value, and high profile promotional and charity auctions for top brand companies and nonprofits. For more information, go to www.kompolt.com

About Crown Royal

Crown Royal, the number one selling Canadian Whisky, has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by King George VI and Queen Elizabeth of Great Britain in 1939, Crown Royal's smooth, elegant style reflects its aristocratic origins and is considered the epitome of Canadian whisky. In addition to its sponsorship of the Crown Royal IROC Series, Doran Racing's No. 77 car and the No. 97 Nextel Cup Team, the brand also sponsors The Crown Royal Comedy Soul Fest and a number of other major regional and national events. For more information on Crown Royal, visit www.crownroyal.com.

About Roush Racing

Roush Racing is a subsidiary of Livonia, Mich., based Roush Industries that operates 10 motorsports teams; five in NASCAR Nextel Cup with drivers Mark Martin, Matt Kenseth, Kurt Busch, Greg Biffle and Carl Edwards, three in the Busch Series with Martin, Kenseth and Edwards, and two in the Craftsman Truck Series with drivers Ricky Craven and Todd Kluever. For more information on Roush Racing, visit www.Roushracing.com.

About Diageo

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 200 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at http://www.diageo.com/.

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