Cheerios will be primary sponsor of Jeff Burton for six races in 2013

Cheerios will return to NASCAR next season. General Mills has extended its sponsorship of the No. 31 car driven by Jeff Burton. Cheerios will serve as the primary sponsor of Burton for six races in 2013 and act as an associate sponsor for the remaining races on the schedule. The company had displayed its Wheaties cereal on the No. 31 this season.

The familiar yellow and black Cheerios paint scheme will run  at Phoenix, Bristol, Charlotte, Dover, Michigan and New Hampshire.

“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 sponsored teams for over 15 years and began a sponsorship with Richard Childress Racing in 2008.

“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.

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