Oct 06, 2011 • By

Wheaties drives with Jeff Burton

NASCAR fans will see the Wheaties logo on the car driven by Jeff Burton in the 2012 NASCAR Sprint Cup Series.

Wheaties will become a co-primary sponsor of Richard Childress Racing’s (RCR) No. 31 Chevrolet.

General Mills has been a NASCAR sponsor for 14 years.

For Wheaties, it’s a rekindling of the brand’s relationship with RCR. Its most famous driver, Dale Earnhardt Sr., was the first NASCAR driver to be featured on a Wheaties box.

The multiyear program with Wheaties will continue General Mills’ primary sponsorship with RCR for key races and associate positioning for the balance of each season with the No. 31 team. Cheerios and Hamburger Helper also will continue as NASCAR sponsors.

The announcement yesterday ends General Mills’ three-year relationship with driver Clint Bowyer, who is expected to join another racing team.

Jeff Burton has been part of RCR’s driver lineup since midway through the 2004 NASCAR Sprint Cup Series season. The 21-time NASCAR Sprint Cup Series 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.

You can read coverage of the announcement on SPEED, via FoxSports.com.