Online tax prep software and service provider is making a name for itself by sponsoring a prominent college bowl game and signing Nascar driver Dale Earnhardt Jr. to get behind the wheel of its Chevrolet.

The Evans, Ga.-based company announced a multi-year partnership Thursday with the Gator Bowl Association and the fact that it was named a new “title sponsor” of the bowl, starting with the 2012 Gator Bowl in Jacksonville, Fla., on Jan. 2. Earnhardt, meanwhile, is prominently featured on the company’s Web site sporting a TaxSlayer-decal jacket.

TaxSlayer may not have the same name recognition as TurboTax or TaxAct, but it comes out of a tax prep business that dates back 40 years. The company now provides online tax prep and e-file services through its Web site and promotes the fact that it offers free services to active duty military personnel.

The game in January will feature a team from the Southeastern Conference playing against a team from the Big Ten Conference. After the game, maybe the team from TaxSlayer will tackle the quarterbacks’ taxes too.