It's the favorite time of the year for college football and tax fans. Their worlds converge.
As I type, the Georgia Bulldogs are whupping up on the Penn State Nittany Lions. OK, so the Pennsylvania fans aren't having fun.
But tax geeks who also are college football fans have noticed that the two teams are meeting in the TaxSlayer Bowl in Jacksonville, Florida.
Older football fans will remember this as the Gator Bowl, but the tax software company has been the primary sponsor since the 2011 game. It was officially renamed the TaxSlayer Bowl when the Bowl and the company inked a new deal in 2014.
It's a smart move by the tax preparation company. The tax filing season will start in a few weeks, and it doesn't hurt to get your name in front of football fans who'll be among the millions using software to fill out and e-file their 2015 taxes.
TurboTax on TV, too: Taxes have already popped up in other games thanks to ad for Intuit's TurboTax program. I can't remember exactly which games I've seen them in; they're starting to run together by now.
But I have spotted a couple of the leading online tax prep and filing program's "It doesn't take a genius to do your taxes" ads.
The hook is that to ease consumers' self doubt when doing their own taxes, actual eggheads show up to help. The seven 30-second TV spots are leading up to TurboTax's commercial appearance in the NFL's Super Bowl on Feb. 7.
UPDATE: Just caught a TaxAct ad in the Valero Alamo Bowl where the Oregon Ducks are crushing the TCU Horned Frogs.
Yep, it truly is tax kickoff time.