General Mills will move its sponsorship from Richard Childress Racing’s No. 33 Chevy to RCR’s No. 31 Chevy next season following Clint Bowyer’s departure next season. General Mills is replacing the Cheerios brand with Wheaties on Jeff Burton’s car.
Jeff Burton said:
I’m excited to have a company like General Mills and a brand like Wheaties join our #31 team. Wheaties is one of the most iconic brands in American history, and my kids use so many General Mills products that I’m sure we have a decent market share of the company in our pantry. I also like that they have worked hard to provide so many healthy choices.
Additionally, Caterpillar will still appear as primary sponsor on the No. 31 next season. The relationship between Cat and RCR will operate similarly to the last few years, with Cat sharing sponsorship time with Wheaties similarly to how they shared races with Prilosec and Lenox.