"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, Customer Marketing for General Mills, Inc. "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."
Burton has been part of RCR's driver lineup since midway through the 2004 NASCAR Sprint Cup Series season. The 21-time NSCS race winner has eight top-10 finishes in the final point standings and qualified four times for the NASCAR Chase for the Sprint Cup Championship.
"I'm excited to have a company like General Mills and a brand like Wheaties join our No. 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."
"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. "General Mills is a blue-chip sponsor in our sport and with their extremely popular brands; they help carry both RCR and NASCAR to families throughout America. Jeff Burton will be a great ambassador for their program so we are very excited to continue the relationship in the coming years."