Cheerios Returns to the Track with RCR
October 31, 2012 | 10:06 A.M. EST
General Mills' iconic Cheerios brand will be returning to the track in 2013 in partnership with Richard Childress Racing as the primary sponsor for six races and as a major associate sponsor for the rest of the season with the No. 31 NASCAR Sprint Cup Series team and driver Jeff Burton. (Photo: Getty Images)
America's No.1 cereal franchise will bring its fan-favorite yellow and black paint scheme to the following races in 2013: Phoenix International Raceway (March 3), Bristol Motor Speedway (March 17), Charlotte Motor Speedway (May 26), Dover International Speedway (June 2), Michigan International Speedway (August 18) and New Hampshire Motor Speedway (September 22).
"We are excited to continue our partnership with RCR and Jeff Burton in 2013. As a successful professional athlete committed to health and fitness, and an honest, hard-working husband and father, Jeff lives out the values that Cheerios represents" said Meredith Tutterow, Associate Marketing Director, Cheerios. "We know that Jeff is committed to winning and we look forward to seeing him in Victory Lane."
General Mills, with roots as a NASCAR sponsor for more than 15 years, began its partnership with RCR in 2008 with Cheerios brand as primary sponsor of the No. 33 Sprint Cup Series team. The program moved to the No. 31 team as a co-primary sponsor for the 2012 Sprint Cup Series season.
"General Mills, through its Cheerios brand and others, including Wheaties, has been a great partner over the years so we're proud to continue that relationship in 2013 with Jeff Burton and the No. 31 Chevrolet team," said Richard Childress, president and CEO of Richard Childress Racing. "Cheerios has been a family favorite for over 70 years and is one of the most iconic and trusted brands in America. We look forward to a successful 2013 season with Cheerios and the No. 31 team."