Through the program, student influencers will share their stories about how they are managing the taxes for their new income streams. TurboTax’s outreach includes sending tapping into on-campus college sports ambassadors nationwide at universities including: University of Florida, University of California, Los Angeles (UCLA), University of Arizona, The Ohio State University, Texas A&M University. Per a recent H&R Block report, 52% of Gen Z has a side hustle and yet 70% did not keep tax records. Competitor H&R Block is also targeting Gen Z consumers going after these emerging earners by helping them do taxes on side hustles, a new complicated tax situation that their parents may not have experience with. TurboTax joins a number of tax preparation services companies that see an opportunity in reaching the next generation of employees while they are young. Our goal is to be there to educate, empower, and help them take control of their finances.” It is important that we stay engaged with college-athletes, students, and Gen Z and fill the void when it comes to tax and financial education specific to their needs. ![]() First time making money, first time self-employed, and filing a tax return. “With NIL we have a new breed of athlete that is experiencing many firsts. “Our partnerships and campaigns are an extension of our sports marketing strategy building on the Super Bowl with specific focus on March Madness, which occurs at a pivotal cultural moment that aligns with our critical tax season window,” she continued. “We’re going bigger than we have before by activating in new spaces where Gen Z and college students natively live both physically and digitally.” “Through strategic NIL partnerships, on-campus ambassadors and events, digital activations, and more, we are educating students on the importance of understanding their taxes and empowering them to take control of their finances,” said Cathleen Ryan, SVP of Marketing for Intuit TurboTax. The effort includes March Madness advertising, as well as on-campus events, partnerships with students and a partnership with INFLCR, an athlete brand-building and NIL business management app. ![]() ![]() TurboTax is tapping into its new NCAA partnership to reach college students with a series of activations and marketing around March Madness.
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