Cheerios to sponsor Austin Dillon
Today General Mills made a big announcement in the auto racing world – our sponsorship of Austin Dillon in the NASCAR Sprint Cup Series in 2014.
Dillon will drive the No. 3 Cheerios Chevrolet for Richard Childress Racing. 2014 will be his first full season in the Sprint Cup Series, building on an already impressive racing career.
As racing fans know, the No. 3 has a notable legacy in the sport with Dale Earnhardt, Junior Johnson and Dillon’s grandfather, Richard Childress. Dillon talks about that in this video clip.
To celebrate the news, Cheerios has launched “Cheer the 3” social media communities on Facebook and Twitter for fans to interact and receive unique content about Dillon and the No. 3 race team throughout the 2014 season.
I talked about those communities with Gregg Dorazio, the manager of Shopper Marketing and Motorsports at General Mills, in this interview.
Dillon, now 23, recently won the 2013 NASCAR Nationwide Series Championship, becoming only the third driver in NASCAR history to win both the Nationwide and Camping World Truck championships (which he won in 2011, when he became the youngest champion in Truck series history at 21 years, six months and 22 days.) In addition to his championships, Dillon earned Rookie of the Year honors in both series.
At a news conference this afternoon, Dillon said he’s excited to be sponsored by Cheerios.
“I’m thrilled to take this next step in my career and think it’s awesome to have the support of Cheerios, a cereal that I’ve eaten since I was a kid,” said Dillon. “I’m ready to take this next step and drive the No. 3 Cheerios Chevrolet against the best drivers in the world.”
General Mills sponsored Dillon’s first appearance in the Daytona 500 earlier this year, when he drove the No. 33 Chevrolet in The Great American Race with the Honey Nut Cheerios brand prominently featured on the car.
First entering NASCAR in 1997, General Mills has been an active sponsor of the sport for over 15 years working with elite drivers including Jeff Burton, Clint Bowyer, Bobby Labonte, Mark Martin and Johnny Benson.