Labonte's marketing firm signs familiar client as first

General Mills has selected Breaking Limits as its motorsports agency for event and promotional marketing, giving Bobby Labonte's new firm its first client.

Autostock

Bobby Labonte

Labonte, the 2000 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 No. 43 Dodge at Petty Enterprises.

General Mills has sponsored the No. 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 No. 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.

Michael Smith is a reporter with SportsBusiness Journal.