What's in a name? For Jim Stewart there's a whole lot (cont'd)

Much like other race entitlement sponsorships, Stewart's name will be recognized by NASCAR's broadcast and media partners as the race's official title. As guest of honor at America's Premiere Short Track, Stewart will take part in pre-race festivities at Richmond International Raceway, as well as participate in the check and trophy presentations to the race winner in Victory Lane. During race weekend he will also receive VIP accommodations for himself and a guest.

Crown Royal, as entitlement sponsor of the race, was able to swing the extra tickets for the group that will celebrate Stewart's big night with him, and that group includes the other eight finalists for the honor.

Crown Royal, part of the Diageo spirits empire, is in its third season as sponsor of Jack Roush's No. 26 Ford Fusion driven by Jamie McMurray, and Lorenz said the sport has welcomed his company with open arms.

"It's really been an enjoyable entry to the sport, and we quickly realized that it was all about the fans," Lorenz said. "They expect a certain level of quality from a brand like Crown Royal, and we have been happy to provide that to them."

As a spirits manufacturer, Crown Royal also uses its sports sponsorships to promote its aggressive "Be a Champion; Drink Responsibly" campaign. In this case, Crown Royal made a donation of $50,000 to RADD (Recording Artists, Actors & Athletes Against Drunk Driving) to help that organization's fight against the dangers of drunk driving.

The good news about the "Your Name Here 400" promotion is that it will be active for the 2008 spring race at RIR.

Lorenz, for one, is eager to keep this one going.

"It has been amazing," he said. "It was much easier to than we thought, and has been accepted instantly. They saw the fact that a great brand like Crown Royal was involved to this extent, and that makes us proud and gives us some validation of our programs."

Get ready, NASCAR Nation -- the countdown to Jim Stewart is but a few short days ahead.