Richard Childress Racing
October 31, 2012
Cheerios Returns to the Track with RCR No. 31, Burton in ‘13
WELCOME, N.C. (October 30, 2012) – 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.
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.”
Cheerios, America’s No.1 cereal franchise, debuted in 1941 as Cheerioats. The nation’s first ready-to-eat oat cereal has since become one of the most trusted and recognized brands in America. In fact, one of every eight boxes of cereal sold in America is a box of Cheerios. General Mills’ popular franchise includes Cheerios, Honey Nut Cheerios, Multi Grain Cheerios, Multi Grain Cheerios Peanut Butter, Chocolate Cheerios, Frosted Cheerios, Apple Cinnamon Cheerios, Cinnamon Burst Cheerios, Fruity Cheerios, Dulce de Leche Cheerios, Yogurt Burst Cheerios, and Banana Nut Cheerios.
About Richard Childress Racing
Richard Childress Racing (www.rcrracing.com) has earned more than 200 victories and 14 championships, including six in the NASCAR Sprint Cup Series with the legendary Dale Earnhardt. RCR was the first organization to win championships in the Sprint Cup Series, Nationwide Series and Camping World Truck Series. Its current Sprint Cup Series lineup includes Paul Menard (No. 27 Menards Chevrolet), Kevin Harvick (No. 29 Budweiser/Rheem/Jimmy John's Chevrolet) and Jeff Burton (No. 31 Caterpillar/Wheaties/BB&T Chevrolet). Its Nationwide Series program includes Elliott Sadler (No. 2 OneMain Financial Chevrolet), 2011 Camping World Truck Series champion Austin Dillon (No. 3 AdvoCare/American Ethanol/Bass Pro Shops Chevrolet) and Harvick/Menard/Brendan Gaughan/Max Papis/Ty Dillon (No. 33 South Point Hotel & Casino/Menards/Hunt Brothers Pizza/Armour Brands/Fast Fixin'/ Chevrolet). Harvick/Tim George Jr./Gaughan (No. 2 Applebee's/South Point Hotel & Casino/Kroger/Tide Chevrolet), Joey Coulter (No. 22 RCR/Armour Brands/Husky Liners/OneMain Financial Chevrolet) and 2011 ARCA Racing Series presented by Menards champion Ty Dillon (No.3 Bass Pro Shops Chevrolet) compete in the 2012 Camping World Truck Series season.