Naming rights have joined the reality TV-YouTube-MySpace craze.

Crown Royal, the Canadian whisky, has crowned the NASCAR fan whose name will appear on the Nextel Cup race at Richmond International Speedway on May 5:

Jim Stewart, (yes, really) of Houma, La., was chosen the winner of Crown Royal Championship Racing’s naming rights contest for the Richmond race, which will be referred to – and go down in record books – as “Crown Royal presents the Jim Stewart 400.”

Crown Royal received nearly 15,000 entries (written and video submissions of the entrants’ “favorite Crown-worthy moments” in 50 words or less) between May 6 and Nov. 23 last year. The entries were culled to nine, based on criteria such as originality and relevance. Each finalist received air travel, hotel accommodations, race tickets and infield access to last weekend’s Daytona 500, where the winner was chosen.

Stewart’s entry focused on how while he was growing up, his father would take him fishing in a boat named “Crown Time.” After his father died, Stewart named his new boat “Crown Time” and christened it with a bottle of Crown Royal.

Stewart, who posed in a crown for photos with Jamie McMurray, driver of the No. 26 Crown Royal Ford, will participate in pre- and post-race festivities, including the trophy presentation, at his namesake race.

And Crown Royal has decided to hold the contest again for its 2008 race at Richmond. Entrants must be 21 or older and must enter by Nov. 22. Rules are at crownroyal.com