Hendrickcars.com and Kellogg's have both announced sponsorships with Nascar teams ahead of the 2012 season's start.
The first of Hendrickcars.com's deals sees the company serving as the primary sponsor on Kurt Busch's car during the 2012 Daytona 500 on 26th February in addition to the 25th February Nationwide Series race also at Daytona International Speedway. The value of this agreement with Phoenix Racing is estimated to be worth US$750,000.
Hendrickcars.com will also serve as a major associate sponsor of the car of Richard Childress Racing driver Elliot Sadler during the Daytona 500.
Finally, the car sales company will also sponsor JR Motorsports driver Cole Whitt during the Nationwide Series event at Bristol on 17th March in a deal estimated to be worth US$175,000.
The total value of Hendrickcars.com's commitments during the 2012 season is thought to be close to US$1 million overall.
Meanwhile, Kellogg's agreement sees the cereal company's Pop-Tarts and Rice Krispies Treats brands featuring on the hood and quarter panels of Roush Fenway Racing's number six car, driven by 2011 Nationwide Series Champion Rick Stenhouse, during the 2012 Nationwide Series race at Daytona. Though financial details were not released, based on deals of a similar nature this sponsorship is thought to be worth US$250,000.