Kellogg renews contract with Labonte, Hendrick

CHARLOTTE, N.C. -- Hendrick Motorsports and Kellogg Company have extended one of stock-car racing's most enduring relationships, Wednesday announcing a multi-year agreement that secures the Michigan-based cereal maker as primary sponsor of the No. 5 Chevrolet Monte Carlos in the NASCAR Nextel Cup Series.

Back behind the wheel of the Kellogg's Chevrolets in 2004 will be two-time Cup Series champion Terry Labonte, who also has signed a contract extension with Hendrick Motorsports.

Labonte and Kellogg's debuted with the No. 5 team in 1994, two years before winning the 1996 NASCAR Winston Cup Series title together.

"We're excited about extending our longstanding 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 Kellogg Company was thrilled with the team's turnaround last season and we're looking forward to more success in 2004," said Robert Grainger, marketing services director, Kellogg Company. "We hope to help Hendrick Motorsports celebrate its 20th anniversary in NASCAR by putting Terry Labonte and the No. 5 Chevrolet back in Victory Lane."

In 2003, Labonte returned to NASCAR's Top 10 for the first time since 1998, securing 10th place on the final weekend of the season. He posted an emotional victory at Darlington (S.C.) Raceway in the final Labor Day weekend running of the Southern 500 and added eight other top-10 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 July 25 at New Hampshire International Speedway. "Coming back in 2004 with Kellogg's and the No. 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 10. The challenge now is to stay there."