General Mills' iconic
Cheerios brand will return 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.
Cheerios will bring its familiar
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).
Involved as a NASCAR sponsor
for more than 15 years, General Mills began its partnership with RCR in 2008
with Cheerios as primary sponsor of the #33 Sprint Cup Series team. The program
moved to the #31 team as a co-primary sponsor for the 2012 Sprint Cup Series
season
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