It all started in January's 24 Hours of Daytona, where this Prototype Challenge car was treated to a subtle web address for his then upcoming movie 'Sponge Out of Water'.
Then at last weekend's NASCAR meet at Talladega Superspeedway, this happened to Bubba Wallace's car.
And to top it all off, this Friday he'll have an entire race named after him; The SpongeBob SquarePants 400 at Kansas Speedway.
Now, I've seen a fair bit of the show and he's never really struck me as being overly interested in driving. In fact that one episode where Mrs Puff tried to teach him ended pretty disastrously. Also, is your typical 'Merican racing fan likely to be all that receptive to a creature that lives in a pineapple under the sea with a pink starfish for a best friend?
All in all it seems quite an odd and unlikely tie-in, but that's where we are. Just embrace it I guess.