General Mills' iconic Cheerios brand will return to the track in 2013 in partnership with Richard Childress Racing as the primary sponsor for six races and as a major associate sponsor for the rest of the season with the No. 31 NASCAR Sprint Cup Series team and driver Jeff Burton. Cheerios will bring its familiar yellow and black paint scheme to the following races in 2013: Phoenix International Raceway (March 3), Bristol Motor Speedway (March 17), Charlotte Motor Speedway (May 26), Dover International Speedway (June 2), Michigan International Speedway (August 18) and New Hampshire Motor Speedway (September 22).
Involved as a NASCAR sponsor for more than 15 years, General Mills began its partnership with RCR in 2008 with Cheerios as primary sponsor of the #33 Sprint Cup Series team. The program moved to the #31 team as a co-primary sponsor for the 2012 Sprint Cup Series season
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