General Mills has sponsored the #43 since 2000, when it replaced longtime Petty sponsor STP. General Mills has been the only primary sponsor for the car since then. General Mills previously was an associate sponsor for Roush Racing’s #6 Valvoline car driven by Mark Martin. “We’re looking forward to help grow their brand and presence in the sport for years to come," Labonte said. Julie Busha, director of marketing at Breaking Limits, will oversee the account.