When Clint Bowyer decided to leave Richard Childress Racing, it seemed sponsor General Mills was left in limbo.
Wheaties To Sponsor Jeff Burton As General Mills Sponsorship Stays With Richard Childress Racing
Would General Mills stay at RCR? Or would the parent company of the Cheerios and Hamburger Helper brand decide to sponsor another team?
We now have our answer.
RCR announced Wednesday that General Mills is staying with the organization, but will change the focus of its sponsorship to the Wheaties brand and be a co-primary sponsor of Jeff Burton’s No. 31 car next season.
The team said Burton (whose current sponsor is Caterpillar) will have Wheaties sponsorship in “key races,” but did not specify how many. Cheerios will no longer be on the car.
“I’m excited to have a company like General Mills and a brand like Wheaties join our No. 31 team,” Burton said in a statement. “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.”
The General Mills announcement makes it appear unlikely RCR will have a four-car team next season (barring another driver bringing sponsorship). The move to Burton’s car also means it will reduce the amount of money committed to its sponsorship next season, since Caterpillar will be on the No. 31 car for most of the races.
Bowyer is expected to announce a move to Michael Waltrip Racing on Friday.
Here’s a picture of the car (courtesy Richard Childress Racing):
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