Increasingly, TV is reverting to its roots of sponsor integration, and nowhere is that more obvious than with "Fast Cars & Superstars -- Gillette Young Guns Celebrity Race" (8 tonight, ABC). The new reality competition series includes the name of a sponsoring company in the title.

	Guy D'Alema, ABC Former Steelers coach Bill Cowher earns a new nickname on next week's "Fast Cars & Superstars," a summer series that premieres tonight on ABC. Click photo for larger image. 'Fast Cars & Superstars -- Gillette Young Guns Celebrity Race' When: 8 tonight, ABC.

That's unlikely to matter to NASCAR fans, who will likely appreciate the extra prime-time exposure for their favorite pastime. Non-fans are likely to see the show as a bore -- nothing more than watching celebs go in circles.

Locally, the show has garnered attention for one of the competitors: Former Steelers coach Bill Cowher will get behind the wheel to race against William Shatner ("Boston Legal") and volleyball star Gabrielle Reece. That episode doesn't air until next Thursday. Tonight, Cowher is seen just briefly sitting in the stands next to Shatner.

In the premiere, Gillette Young Guns driver Kurt Busch trains former NFL quarterback John Elway, surfer Laird Hamilton and tennis pro Serena Williams for the first round of competition, with two of them advancing to another round and one going home. The outcome is never in doubt.

For celebrity news junkies and auto racing fans, "Fast Cars" may be an enjoyable summer diversion, but the subject matter is too limited to appeal to a broader, more general audience.