Wheaties replace Cheerios as Richard Childress Racing sponsor – NASCAR news
Wheaties will be co sponsoring Jeff Burton’s No. 31 Sprint Cup car for the next 2012 season, replacing Cheerios as the lead brand, Richard Childress Racing announced this Wednesday, October 5, 2011.
General Mills is the parent company for both Wheaties and Cheerios and used to sponsor Clint Bowyer for the last three seasons. General Mills has also been the primary sponsor for RCR and have now shifted their focus on Jeff Burton’s car.
“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,” said Patrick Simmons, Vice President of General Mills.
Jeff Burton was pleased with the move by General Mills. Burton has been with RCR since the 2004 season and has qualified for the Chase four times in that time period.
“I'm excited to have a company like General Mills and a brand like Wheaties join our No. 31 team,” Burton said.
Wheaties will not be sponsoring Burton for the whole season and will be primary sponsor for only a few races. The major primary sponsor for Burton will still be Caterpillar for the next season.
There is a lot of financial strain in the sport and it is very hard to find sponsors for organisations. Most teams have two or more sponsors for their seasons as it is very hard to find a single sponsor. RCR know that which is why they value their partnership
with General Mills all the more.
“The General Mills partnership with RCR has been terrific, as they have leveraged their program across their portfolio of leading brands as well as with their retail partners,” said Ben Schlosser, RCR’s chief marketing officer.
The move almost certainly means that RCR will not be putting out four cars in the Sprint Cup from the next season and will cut back down to three.
Kevin Harvick and Paul Menard will be the other two drivers joining Burton in the Sprint Cup. The No. 33 of Clint Bowyer will be withdrawn from the cup as efforts by RCR to find sponsors for the car failed.
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