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Dickies to outfit Texas Motor Speedway workers

14
Oct '09
Dickies, the innovative work and lifestyle apparel brand, announced it will continue its partnership with Texas Motor Speedway from 2010-2012. The partnership names Dickies as the official work wear of TMS. As the exclusive work apparel brand at TMS, Dickies will outfit speedway workers for all major NASCAR and IRL weekends. Dickies takes pride in the authenticity of its work wear heritage, and the hard workers behind the scenes of North Texas' largest sporting events are perfect examples of the brand's core customers.

Dickies continues as a major on site marketer and the new partnership allows Dickies and TMS to work together for years to come.

Dickies continues to find ways to communicate its work wear heritage and broaden its lifestyle appeal across a multitude of marketing platforms, from NASCAR to board sports, music, professional bull riding, and beyond. The brand known for making durable, quality work gear at a great value, is broadening its marketing and sponsorship efforts beginning in 2010 in order to more effectively reach a wider consumer demographic.

“So many core Dickies customers are huge NASCAR fans, and we want to make sure they have the opportunity to interact with the brand at work as well as after work,” says Chris Prokopeas, Vice President of Marketing for Dickies. “Texas Motor Speedway offers us the chance to do exactly that with some of the largest race crowds in NASCAR.”

In addition to serving as the official work wear provider for TMS, Dickies will co-sponsor the track's Lug Nutz street team, have entry gate and backstretch billboard signage at each NASCAR race annually, have a 20' by 40' display area for all event weekends, provide uniforms for all parking staff and ticket takers for all event weekends and maintain a customized Burn Out Alley motor coach hospitality zone.

“We were extremely pleased to have had the opportunity to introduce Dickies to NASCAR's premier series and have a Fort Worth-based company serve as the title sponsor of the fall Sprint Cup Series race since its debut in 2005,” said TMS President Eddie Gossage. “Although Dickies will not be returning as the race sponsor, this new agreement is a testament to the strong bond the two companies created since we began working together.”

Additional sponsorship programs from Dickies will be announced at a later date, and will expected to include a range of board sports and music initiatives to balance its NASCAR efforts.

Williamson-Dickie Mfg. Co.


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