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)
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