What do college football and professional auto racing have in common this Labor Day holiday weekend? Taxes.
But not like you think.
JR Motorsports' #7 vehicle sports a new TaxSlayer Bowl paint scheme for tonight's NASCAR Nationwide series race in Atlanta.
Cross-sports tax sponsorships: The tax preparation software company has sponsored the college football post-season game since 2011. In sports days before corporate sponsorship -- some of us are old enough to remember those quaint times -- the annual January match-up in Jacksonville, Florida, was known as the Gator Bowl.
The partnership with JR Motorsports is great for TaxSlayer. It advertises the company's involvement with the most popular sport in the United States to a different segment of sports fans.
The promotional potential also is enhanced by the fact that the race team owner is Dale Earnhardt, Jr., NASCAR's most popular driver.
Earnhardt, who also has a full-time job in NASCAR's top racing tier, doesn't climb into the tax-festooned vehicle to race. But just as -- ok, more -- important to the company are the commercials Junior filmed in a TaxSlayer.com fire suit. They still show up on TV screens across America.
Instead, Earnhardt, hands the wheel of the #7 car over to Regan Smith, who's currently ranked second in the Nationwide series standings.
JR Motorsports shared the TaxSlayer car's new look this week on Twitter.
If your favorite college football team isn't taking the field tonight or the game isn't broadcast in your area,