Wheaties will become a co-primary sponsor of Richard Childress Racing's #31 Chevrolet and driver Jeff Burton, beginning in the 2012 NASCAR Sprint Cup Series season.
"With more than a dozen years in NASCAR, General Mills is looking forward to continuing our relationship with Richard Childress Racing," said Patrick Simmons, Vice President of Customer Marketing for General Mills. "At the same time, we're excited about the opportunity to forge a new relationship with Wheaties and Jeff Burton. We value our association with RCR and are thrilled to be part of their organization."
"I'm excited to have a company like General Mills and a brand like Wheaties join our #31 team," said Burton. "Wheaties is one of the most iconic brands in American history, and my kids use so many General Mills products that I'm sure we have a decent market share of the company in our pantry. I also like that they have worked hard to provide so many healthy choices."
Caterpillar will continue as a sponsor of Burton's #31 Chevrolet, as will BB&T.