WELCOME, N.C. -- Richard Childress Racing and General Mills have agreed to terms on a multi-year partnership for the world's sixth-largest food company to sponsor the No. 33 Cheerios/Hamburger Helper Chevrolet beginning with the 2009 Sprint Cup Series season.

Childress

The driver for the new ride will be announced at a later date.

"RCR is honored to represent General Mills and its Cheerios, Hamburger Helper and many other brands in the NASCAR Cup Series," team owner Richard Childress said. "The partnership is another step in RCR's continued association with blue-chip global brands and companies.

"General Mills has a great history of activating its NASCAR programs so our focus now turns to the short list of drivers we feel will help continue that tradition as well as be at the same competitive level on the track as our current drivers and teams."

The 2009 season will mark General Mills' 13th year of sponsorship involvement in NASCAR as well as Richard Childress' 40th anniversary in the sport. It will mark the first time RCR will run a fourth full-time Cup Series team.

The announcement suddently leaves Petty Enterprises searching for a new sponsor for the No. 43 Dodge. General Mills has been the primary sponsor of the No. 43 for the past nine seasons and will continue through the end of the year.

"We value our relationships with all of our sponsors," said Robbie Loomis, executive vice president of operations for Petty Enterprises. "We appreciate everything that General Mills has helped us accomplish over the past nine seasons both on and off of the track, and we wish them well in their future plans."

Since Richard Petty's last race in 1992, six drivers have steered the No. 43 Dodge. Bobby Labonte is in his third season in the car.

Petty

"Bobby Labonte is one of the most marketable and popular drivers in the NASCAR Sprint Cup Series," said Brian Moffitt, vice president of marketing for Petty Enterprises. "He and his family share the ideals and values of the Petty organization and he remains a key component to the long-term future of Petty Enterprises. While there is substantial sponsorship interest in Bobby and Petty Enterprises we will carefully consider our options to ensure the continuation of our rich tradition and to build on current momentum.

"Prospective partners are well aware of the special power of the Petty brand, as numerous surveys and marketing groups have identified Richard Petty as one of the most iconic brands in all of sports."

2009 will mark just the second time primary sponsorship of the famed No. 43 will be available since Petty partnered with STP in 1972 -- a relationship that continues to this day

"I am proud of our organization's rich tradition," Petty said. "We look at bringing in fresh resources and new partners as a real opportunity to further grow and improve the Petty organization. Especially those who share in the same core values of integrity, dedication and winning that have come to define Petty Enterprises."