Cheerios becomes 1st client for Labonte’s marketing firm

General Mills has selected Breaking Limits as its motorsports agency for event and promotional marketing, giving Bobby Labonte’s new firm its first client. Labonte, the 2000 NASCAR Cup Series champion, opened Breaking Limits in the fall as a full-service marketing agency. For the past two seasons, Cheerios, a General Mills brand, has been the primary sponsor on Labonte’s #43 Dodge at Petty Enterprises.

General Mills has sponsored the #43 since 2000, when it replaced longtime Petty sponsor STP. General Mills has been the only primary sponsor for the car since then. General Mills previously was an associate sponsor for Roush Racing’s #6 Valvoline car driven by Mark Martin. “We’re looking forward to help grow their brand and presence in the sport for years to come," Labonte said. Julie Busha, director of marketing at Breaking Limits, will oversee the account.