PUEBLO, Colo. ― The Professional Bull Riders has extended its partnership with Wrangler as the "Official Jeans and Shirts" of the PBR. Wrangler has been one of the longest continuous sponsors of the premier bull riding organization with the partnership dating back to 1994.

"Wrangler has been a great partner of the PBR for 19 years," PBR Chairman and CEO Jim Haworth said. "They have contributed greatly to the growth of our sport and we are pleased to continue our relationship."

This three-year extension continues Wrangler's presence at nationally televised Built Ford Tough Series events, including signage ― affixed and electronic ― in-arena promotions, concourse booths, public address announcements, and a consumer ticket voucher program.

The Wrangler best-dressed cowboy/cowgirl promotion has been a favorite for years and will continue at each BFTS stop throughout the 2013 campaign. The winners receive free Wrangler jeans and a Wrangler duffel bag, and are recognized in-arena by PBR funnyman Flint Rasmussen.

Wrangler has enhanced the partnership by developing a Wrangler 20X marketing campaign that features reigning PBR World Champion Silvano Alves and PBR fan-favorite Austin Meier.

"There wouldn't be any Wrangler jeans if it weren't for bull riders," said Allen Montgomery, Vice President of Marketing Communications. "The first pair of Wrangler jeans was designed in 1947 with the help of professional cowboys like Jim Shoulders and Freckles Brown. They told us what they needed in a jean when they were riding bulls and the brand made by cowboys for cowboys was born. We still rely on bull riders to help us design and improve our jeans and shirts. Wrangler is honored to have been a part of the PBR for the last 19 years and plans to be there for years to come. This relationship allows us to be a part of our consumers' lifestyle and tell them about Wrangler products that are perfect for work, riding, going out, or just relaxing."

The PBR celebrates 20 years of competition with the 2013 BFTS season which will make 26 stops in 18 states, which began at world-famous Madison Square Garden in New York on Jan. 4-6. The season will conclude Oct. 23-27, in Las Vegas with the PBR Built Ford Tough World Finals, where the 2013 PBR World Champion will be crowned and awarded a $1 million bonus. The richest bull riding event in the world, the World Finals has a total purse of more than $2 million.

The BFTS is televised every week on CBS, CBS Sports Network and YouTube. BFTS telecasts are produced for the PBR under a multi-year agreement with David Neal Productions, a Los Angeles-based production company led by 34-time Emmy® Award winner and Peabody Award winner David Neal, who serves as executive producer.