Kellogg's extends deal with Hendrick, Labonte.
Hendrick Motorsports and the Kellogg's Company have extended one of stock-car racing's most enduring relationships by announcing a multi-year agreement that secures the Michigan-based cereal maker as primary sponsor of the #5 Chevrolet Monte Carlo in the NASCAR NEXTEL Cup Series.
Back behind the wheel of the Kellogg's car will be two-time Winston Cup Series champion Terry Labonte, who also has signed a contract extension with the Hendrick operation. Labonte and Kellogg's debuted with the #5 team in 1994, two years before winning the 1996 NASCAR title together.
Hendrick Motorsports and the Kellogg's Company have extended one of stock-car racing's most enduring relationships by announcing a multi-year agreement that secures the Michigan-based cereal maker as primary sponsor of the #5 Chevrolet Monte Carlo in the NASCAR NEXTEL Cup Series.
Back behind the wheel of the Kellogg's car will be two-time Winston Cup Series champion Terry Labonte, who also has signed a contract extension with the Hendrick operation. Labonte and Kellogg's debuted with the #5 team in 1994, two years before winning the 1996 NASCAR title together.
"We're excited about extending our long-standing relationship with both Kellogg's and Terry Labonte," said team owner Rick Hendrick, "This team is capable of great things, so we're all looking forward to seeing what happens when the season begins next month."
Entering its 15th year as a NASCAR team sponsor, Kellogg's has been an 'official status partner' with the sanctioning body since 1995, and is the 'official breakfast food of NASCAR'.
"Everyone at the Kellogg's Company was thrilled with the team's turnaround last season and we're looking forward to more success in 2004," said marketing services director Robert Grainger, "We hope to help Hendrick Motorsports celebrate its 20th anniversary in NASCAR by putting Terry Labonte and the #5 Chevrolet back in Victory Lane."
In 2003, Labonte returned to NASCAR's Top Ten for the first time since 1998, securing tenth place on the final weekend of the season. He also posted an emotional victory at Darlington Raceway in the final Labor Day weekend running of the Southern 500, and added eight other top-ten finishes throughout the year.
"One of the keys to success in any sport is continuity," said Labonte, who is expected to start his 800th career race on 25 July at New Hampshire International Speedway, "Coming back in 2004 with Kellogg's and the #5 team gives all of us the opportunity to build on what we started last year. Everyone worked hard to get this team back into the top ten. The challenge now is to stay there."
