General Mills' iconic Cheerios brand will be returning 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 ...

Presented by Cheerios Racing, Richard Petty 43's is a brown sugar sweetened rice and corn cereal shaped in 4s and 3s to commemorate Petty's famous No. 43 race cars.

Why would brands like Sue Bee honey and Cheerios cereal sponsor a NASCAR race? While most people can quickly see the relationship between a sponsor that makes tires or motor oil, not all corporate ...