Originally written on Sports Business Digest  |  Last updated 9/22/14
Cheerios just can't get enough NASCAR. General Mills iconic brand will be returning to the race track in 2013, continuing their sponsorship with Richard Childress Racing (RCR), this time as a primary sponsor for six races and as a major associate sponsor for the rest of the season with Jeff Burton. Cheerios will be featured on Burton's No. 31 car at 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 has been involved in NASCAR sponsorship for more than 15 years and began its partnership with RCR in 2008. The Cheerios brand became a co-primary sponsor of Burton's No. 31 car 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.” Burton, who failed to make NASCAR's chase this season, has started every race this season, racking up 8, top-10 finishes. (via Richard Childress Racing)
MORE FROM YARDBARKER

Michigan brass in Bay Area for Jim Harbaugh pursuit

Report: Rex Ryan has already cleaned out his office

Clint Trickett retires due to concussions, hid two

Drew Stanton likely out for the year, postseason included

Byron Scott: ‘Idiots’ think Lakers are better team without Kobe

Undrafted QB Connor Shaw to sign with Browns, likely start

LIKE WHAT YOU SEE?
GET THE DAILY NEWSLETTER:

Report: Alex Smith out Week 17 with lacerated spleen

Belichick: Garoppolo has better understanding of NFL

Lionel Hollins: 'Honored and blessed to coach Kevin Garnett'

Curt Schilling gives Johnny Manziel advice on Twitter

The last time the Lions won in Green Bay

Carmelo Anthony: The Knicks are dying

Did Kobe Bryant respond to heckler with the rings count?

Doug Fister bought Starbucks for his Twitter followers

DeMarco Murray dumped over cheating accusations?

Video: Rudy Gay tosses half-court alley-oop to McLemore

WATCH: Craig Sager is touched by outpouring of support during leukemia fight

Hiroki Kuroda returns to Japan, ditches Yankees

Kevin Garnett: ‘Very weird’ to see Celtics without Rajon Rondo

Report: New Jersey Devils fire head coach Peter DeBoer

Mark Richt confirms Todd Gurley will leave UGA for NFL

Frank Gore: Colin Kaepernick is 'not broke'

The story of Morgan Bulkeley and birth of National League

Five breakout stars in 2014

NASCAR News
Delivered to your inbox
You'll also receive Yardbarker's daily Top 10, featuring the best sports stories from around the web. Customize your newsletter to get articles on your favorite sports and teams. And the best part? It's free!

By clicking "Sign Me Up", you have read and agreed to the Fox Sports Digital Privacy Policy and Terms of Use. You can opt out at any time. For more information, please see our Privacy Policy.

Kobe gives heckler the rings count?

Murray dumped over cheating scandal?

Rex Ryan has cleaned out his office

Five breakout stars in 2014

The 2014 NFL All-Help Offense

Five things learned about NBA on X-Mas

What if Bear Bryant coached in the NFL?

Carmelo Anthony: The Knicks are dying

The last time the Lions won in Green Bay

Year's most notable sports media stories

'Roberto Gronkowski wishes fans Feliz Navidad

Are the Seahawks back on track?

Today's Best Stuff
For Bloggers

Join the Yardbarker Network for more promotion, traffic, and money.

Company Info
Help
What is Yardbarker?

Yardbarker is the largest network of sports blogs and pro athlete blogs on the web. This site is the hub of the Yardbarker Network, where our editors and algorithms curate the best sports content from our network and beyond.