Former Nextel Cup Series Champion Bobby Labonte will embark on NASCAR's most ambitious 'racing for literacy' programme ever in 2007.

The Petty Enterprises driver will earn 43 books for every racing lap he completes in the famous #43 Cheerios Dodge this year, starting this weekend at Daytona and finishing in November at Homestead.

The books raised, which could number more than 400,000 by seasons end depending on how many laps Labonte runs, will then be donated to underprivileged children across the United States.

Labonte's sponsors Cheerios have run several book-based programmes over the past couple of seasons, but none as big as this.

“Cheerios is proud to announce the Race For Books programme in 2007,” said Ricardo Fernandez, marketing manager for Cheerios. “Bobby is a true champion on and off the track. This is another chance to make a difference by earning books for children who need them. We are hoping for a successful 2007 season with the team on the track and making a big difference off the track as well.”

Labonte, a father of two, truly appreciates the importance of getting books to every child possible.

“As a father and professional racer I know how important reading is,” said Labonte. “Reading is a part of life every day. We are looking forward to success on the track in 2007, but now we can be winners off the track, too. I am proud to be associated with Cheerios and First Book. We are going to work as hard as we can to earn as many books as possible.”

This is not the first time that Cheerios, First Book and Labonte have teamed up to get books to kids in need. Labonte and the #43 Cheerios/Betty Crocker Dodge team earned more than 125,000 books in the final 10 races of 2006. He recorded four top 10 finishes during that stretch.