Dickies Expands its RCR Partnership Dickies®, the leading global workwear brand, and Richard Childress Racing (RCR), are expanding their partnership to include an associate sponsorship position on the No. 29 Shell-Pennzoil team with driver Kevin Harvick in the NASCAR Cup Series.
Dickies and RCR began their partnership in 2006 as the official provider of work apparel for RCR. The opportunity to increase their involvement into team partnership with RCR was the next logical step in a successful relationship.
“Dickies has been part of the NASCAR family since 2001. The company’s sponsorship of the Dickies 500 at Texas Motor Speedway is an important part of our marketing efforts and a perfect fit with the Dickies brand, said Jon Ragsdale, vice president of marketing and Business Development for Dickies. “This year we are expanding our NASCAR portfolio by becoming an associate sponsor on the No. 29 car driven by Kevin Harvick. Harvick and team owner Richard Childress are perfect embodiments of the hard-working men and women that wear Dickies products and we look forward to seeing Dickies in victory lane.”
Harvick is currently fifth in the NASCAR Sprint Cup Series point standings with two top-five and four top-10 finishes in the season’s first eight races. Dickies will use Harvick in local promotions, store visits, midway track displays and hospitality programs.
“Dickies has been a great partner of RCR the past couple of years so we’re very happy to have them expand their program to the No. 29 Cup Series team,” said Richard Childress, president and CEO of Richard Childress Racing. “The entire RCR team is proud to wear Dickies durable workwear in the shop and at the track so we couldn’t be more excited about moving to the next step and proudly display the Dickies logo on the No. 29 car with Kevin Harvick.”
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