Kellogg's made its first foray into auto racing between 1991 and 1992 when the company sponsored the #41 Chevrolets fielded by Larry Hedrick Motorsports in the NASCAR Winston Cup Series and driven by Phil Parsons, Dave Marcis, Greg Sacks, Hut Stricklin, and Richard Petty, but they gained greater prominence for their sponsorship of two-time Winston Cup Champion Terry Labonte from 1993 to 2006, the last 12 years of that as the sponsor for Hendrick Motorsports' #5 car.