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VIDEO: Jeff Gordon Hooks Up With Nickelodeon's Team Umizoomi In New Commercial

I have no idea what Team Umizoomi is, but I'll bet there's a whole bunch of preschoolers who do.

That's why this new commercial, featuring Jeff Gordon interacting with characters from the animated Nickelodeon series, is important to NASCAR. As the demographics of race fans continue to skew older, NASCAR is making a push to try and get its stars in front of kids who might someday become its loyal customers.

For those who don't know (and I didn't), Team Umizoomi is a math-based series focusing on what preschool-age kids are learning: Counting, shapes, etc. The message of the series is that math can be used to solve everyday problems.

This is one of the few times you'll ever see a NASCAR driver in a commercial without any sponsor messaging. Gordon wears a blank firesuit and the only logo on his car is the stylized '24.' But it was certainly worth it for Gordon to get exposure in front of an all-kid audience.

This ad will premiere on Friday at 10 a.m. ET/PT during a new Team Umizoomi special called "The Great Shape Race." Tell your friends kids.