Renowned American apparel brand Dickies has renewed its contract with the Texas Motor Speedway until the end of 2012. Dickies will be known as the exclusive ‘official work wear’ partner of the Speedway, which hosts Nascar and Indycar Series events. But it will no longer take title sponsorship of a Nascar Sprint Cup event.

The deal represents a broadening of Dickies marketing and sponsorship efforts in 2010 “in order to more effectively reach a wider consumer demographic. As part of the new agreement Dickies has secured on-track signage during Nascar races. However it will no longer sponsor the track’s Autumn Nascar race as it has done since 2005.

TMS president Eddie Gossage said: “Although Dickies will not be returning as the race sponsor, this new agreement is as testament to the strong bond the two companies created since we began working together.”

Chris Prokopeas, vice president of marketing for Dickies, which is headquartered in Texas, said: “So many core Dickies customers are huge Nascar fans and we want to make sure that they have the opportunity to interact with the brand at work as well as after work. Texas Motor Speedway offers us the chance to do exactly that with some of the largest race crowds in Nascar.”

Next year’s Nascar races at the venue are scheduled for 18th April and 7th November.