The Professional Bull Riders, Inc. (PBR) is excited to announce a three-year extension of its partnership with Dickies®, the official work wear sponsor of the PBR, continuing the relationship through the 2013 season.
A partner of the PBR since 2005, Dickies is the presenting sponsor for the upcoming 2010 World Cup, the PBR’s premier international event, which comes to the United States for the first time on Apr. 16-18 at the Thomas & Mack Center in Las Vegas. Under the partnership extension, Dickies will become the sole sponsor of the DuraBullfighter team in addition to increased chute signage, more robust in-arena signage and a more comprehensive VIP experience.
“The PBR is thrilled to extend our association with Dickies,” said Kevin Camper, chief sales and marketing officer for the PBR. “From outfitting our bullfighters to sponsoring top-notch events like the World Cup and the extremely successful Iron Cowboy at Cowboys Stadium, Dickies has continuously supported the PBR and our hardworking cowboys and bullfighters.”
Dickies was the title sponsor for the Iron Cowboy Invitational at the state-of-the-art Cowboys Stadium in Arlington, Texas, last month. The head-to-head bracket format produced the largest single-day crowd for a PBR event in North America with 46,321 fans, as well as the biggest payout at a one-day event in PBR history, as Valdiron de Oliveira received $260,000.
Dickies has also been the title sponsor and outfitter of the DuraBullfighter team, the official bullfighting team of the PBR for the last five years .The Dickies DuraBullfighter team is Joe Baumgartner, Shorty Gorham, Frank Newsom, Jesse Byrne and alternate Darrell Diefenbach.
“The Dickies Brand Team continues to find innovative ways to engage our consumers,” said Tad Uchtman, senior vice president of marketing, merchandising, licensing and retail at Dickies. “Deepening our relationship with a sport that has the heritage and authenticity of the PBR is the perfect fit for our brand values.”
The PBR is the premiere bull riding organization in the world with the best riders from the United States, Mexico, Australia, Brazil, and Canada. One of the fastest-growing sports in the country, PBR events air weekly on VERSUS, NBC, CBS, and FOX.
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About Dickies
Since its beginnings in Fort Worth, Texas in 1922, the Williamson-Dickie Manufacturing Company has grown from a manufacturer of bib overalls into a global brand powerhouse, with DICKIES work pants, shirts, denim, outerwear, school uniforms, outdoor gear, and an extensive licensing program offering sturdy head-to-toe clothing options for hardworking men and women of all ages, professions, regions and interests. In addition to Dickies the Williamson-Dickie brand portfolio includes Workrite, Kodiak and Terra. It operates through affiliates in Canada, Mexico, China, Europe and the US as well as exclusive distributors throughout the world. For more information, visit www.dickies.com.
About the Professional Bull Riders, Inc. (PBR)
More than 100 million viewers tune in each year to the PBR on FOX, NBC, VERSUS and a host of foreign networks across the globe. With approximately 400 hours of primetime programming annually, the PBR ranks among the most prolific sports on air, in addition to attracting over one and one half million live event attendees each year with its multi-tiered event structure which includes the marquee Built Ford Tough Series and Touring Pro Division. The PBR is headquartered in Pueblo, Colo., and has over 1,200 bull riders compete in more than 300 PBR-sanctioned competitions in the United States, Australia, Brazil, Canada and Mexico.
For more on the PBR, please visit www.pbr.com, www.teampbr.com, www.pbr.tv, www.myspace.com/teampbr, http://twitter.com/teampbr, www.facebook.com/TeamPBR, or www.pbr.com/worldfinals.
