SBD/September 2, 2011/Marketing and Sponsorship

TaxSlayer.com Inks Three-Year Deal To Title Sponsor Gator Bowl

The Gator Bowl “has signed a three-year title sponsorship agreement with TaxSlayer.com, an internet tax service based in Augusta, Ga,” according to Garry Smits of the FLORIDA TIMES-UNION. The deal, in effect with this season’s matchup on Jan. 2 at EverBank Field, is “part of a larger sponsorship deal between TaxSlayer.com and ESPN college football.” Progressive sponsored the Gator Bowl earlier this year, while Konica Minolta was the title partner “for three years before that” (JACKSONVILLE.com, 9/1). Smits notes TaxSlayer.com is “doing well enough to dive heavily into sports marketing.” The company also is “one of the sponsors for NASCAR's marquee driver, Dale Earnhardt Jr., and has now forged an extensive marketing and advertising deal with ESPN.” Gator Bowl President Rick Catlett did not disclose financial terms, but the deal “will enable the Gator Bowl to maintain at least the $5.4 million payout that was divided between Mississippi State and Michigan last year.” TaxSlayer.com is the Gator Bowl's “fourth title sponsor in the past six years” (FLORIDA TIMES-UNION, 9/2).
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