CHARLOTTE, N.C. (February 23, 2009) – 24 Hours of Booty, Inc., which runs the Official 24-Hour Cycling Event of the Lance Armstrong Foundation and the only 24-hour road cycling charity event in the country, today announced that it is partnering with Breaking Limits, the marketing agency founded by professional NASCAR driver Bobby Labonte, to help acquire new corporate partnerships.

“After meeting with Spencer (Lueders), and learning more about the 24 Hours of Booty rides, it was obvious this was something Breaking Limits wanted to be a part of,” said Labonte. “These are great community events, but more importantly they rally together and focus on the people who have been affected by cancer in their lives.

“I’m an avid cyclist, and a supporter of the Lance Armstrong Foundations and LIVESTRONG campaign, so the 24 Hours of Booty rides truly align with what I believe in and support. Breaking Limits is committed to reaching out and educating businesses that can benefit from partnering with such a great program. With support, I know we can touch more lives and build and grow on this already successful event.”

Through the partnership, Breaking Limits will help raise awareness and present sponsorship opportunities for the 2009 24 Hours of Booty events held in Charlotte, N.C. and Columbia, Md.

“We are thrilled about teaming up with Bobby Labonte and his crew at Breaking Limits,” said Spencer Lueders, founder and president of 24 Hours of Booty, Inc. “This partnership will be instrumental in helping us continue to grow our events and further our mission of fighting cancer.”