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.
