Fort Worth Star-Telegram

November 5, 2006

Fall race to keep name through '09

BYLINE: JOHN STURBIN, Star-Telegram Staff Writer

The Dickies 500 will remain a fixture at Texas Motor Speedway through the end of the decade.

Officials of Fort Worth-based Williamson-Dickie Manufacturing Co. and TMS announced Saturday that the original title sponsorship contract for the NASCAR Nextel Cup Series race has been exercised early -- extending the deal through 2009.

"It's a great place for us -- a lot of hard-working Americans in the stands, watching the sport, wearing Dickies and following their favorite drivers," said Jon Ragsdale, the company's vice president of marketing and business development. "I can't think of a better place for us to be, or for a better relationship than Texas Motor Speedway. We're thrilled about that."

Accompanied by TMS president Eddie Gossage, Ragsdale made the announcement in the track's infield media center on the eve of today's second annual Dickies 500 -- Round 8 of the Chase for the Nextel Cup.

Gossage said the original contract was for three years, with two option clauses triggered at the discretion of Dickies management. Ragsdale said the option had to be exercised by June 2007, with notification by March.

"So we really pulled the trigger early. There's no reason to wait," Ragsdale said. "We've been so pleased with the Dickies 500, with Eddie and his team and the way we've been able to work with them that we decided to go ahead and execute early. Couldn't think of a better time to do it than now -- the Dickies 500."

Ragsdale said the contract that runs through 2009 also contains provisions for options. Asked how many option years, Ragsdale said, "Infinity."

Founded in 1922, the family-owned, privately held company boasts that it is "the most recognized and trusted" global name in work-wear.

"It's the strongest it's ever been," Ragsdale said. "The brand is hot as a pistol. These kind of relationships and sponsorships help keep that brand progressing."

NASCAR race title sponsorships typically range from $1 million to $3 million. Gossage and Ragsdale both declined to give a dollar value, although the latter said, "It's worth every penny. The value of the contracts adjusts appropriately. I tell you, we have been pleased with this. And for Dickies to pull the trigger this quick is a little unusual for our company. We're a conservative, very circumspect company. It only took one race and working with Eddie's team to realize this was a great place for the brand."

Ragsdale said Dickies officials have monitored the impact of NASCAR on the brand, using industry tools such as the Joyce Julius & Associates Report.

"The return on it is 10 times what the sponsorship fee is," Ragsdale said. "We're trying to keep up the illusion of a sleepy, little Fort Worth work-wear company. I think the secret's out."

Earlier during Race Week, TMS announced the title sponsor of the spring Cup race would change from the Samsung/RadioShack 500 to the Samsung 500 beginning in 2007. The contract (with options) ends next year, and Gossage said Fort Worth-based RadioShack will have to make decisions similar to the people at Dickies to keep the brand going.

"You create a brand in the Dickies 500," Gossage said. "It's a brand, just as any other product that you market and put out on the street. To have it the Dickies 500 year after year after year has value to us."