Cheerios to Sponsor Richard Childress Racing in 2013

General Mills have extended their sponsorship of Richard Childress Racing and driver Jeff Burton in 2013 but will change the brand from Wheaties to Cheerios.

Cheerios will be on the hood of Burton’s No. 31 car for six races and then be an associate sponsor for the remainder of the season.

General Mills has been a sponsor at RCR since 2008. It also sponsored Burton for six races this season.

“General Mills … has been a great partner over the years so we’re proud to continue that relationship in 2013 with Jeff Burton and the No. 31 Chevrolet team,” team owner Richard Childress in a statement.

Burton, who has 21 career victories, is 19th in the series standings. He made the Chase for the Sprint Cup four times from 2006-2010 but has missed the Chase in each of the last two years.

“We are excited to continue our partnership with RCR and Jeff Burton in 2013,” Cheerios associate marketing director Meredith Tutterow said. “As a successful professional athlete committed to health and fitness, and an honest, hard-working husband and father, Jeff lives out the values that Cheerios represents.”

The No. 31 team gets the majority of its season sponsorship from Caterpillar.