They've sponsored a NASCAR car for a few races in the past. A logical extension.
The NRA is very well-funded, and whatever actions they can take to position themselves as a part of mainstream U.S.A. is money well-spent when it comes to influencing the "undecideds" out there among the public.
The anti-gunners and pro-gunners have already chosen a side, and you're not going to change their minds. They need to reach out to the middle ground, and portray the typical gun owner as a responsible "person next door", while the anti-gunners (in cooperation with the current
party and administration) continue to portray them as angry rednecks "who cling to their guns and religion" and are one nitrogen molecule away from a school shooting.