Terry Labonte reflects on 30 years since second Cup title and enduring ties to Tony the Tiger
Thirty years ago, Terry Labonte secured his second NASCAR Cup Series championship with Hendrick Motorsports, a significant achievement that marked a high point in his decorated career. Now approaching his 70th birthday, Labonte has stepped away from competitive racing since his final Cup appearance in 2014.
During his tenure, Labonte amassed two Cup titles (1984 and 1996), 22 race victories, and earned a place in the NASCAR Hall of Fame. Known for his calm demeanor on track as the "Iceman" and for his record 655 consecutive starts as the "Ironman," Labonte's career was largely free of controversy. A prominent feature of his racing years was the multicolored sponsorship uniform of Kellogg's, a longtime partner.
Beyond his racing career, Labonte's strongest enduring connection to his past involves Kellogg's and its iconic mascot, Tony the Tiger. Labonte's marketing company, SSG/Brandintense, based in Archdale, North Carolina, manages the promotional appearances of Tony the Tiger across the country. This involves shipping, cleaning, and repairing the mascot's suits, a venture that began due to Labonte's racing relationship with the brand.
Labonte's business has diversified significantly, handling marketing and promotion for a variety of clients at events ranging from motorsports to NFL games. While he still maintains an interest in racing and attends occasional events, he has no desire to return to driving, even in vintage racing. He recently declined an offer to drive an old car, stating he felt he would not know why he was there. His own debut in 1978 at Darlington Raceway, a challenging track for a newcomer, saw him achieve a respectable fourth-place finish, foreshadowing his eventual success.
