DSW Designer Shoe Warehouse has entered into a new long-term partnership with The Miss America Organisation, owner of the rights to the annual beauty pageant.

DSW will be the lead sponsor for the broadcast of the 2011 Miss America Pageant in January next year, as well as being official provider of shoes for the event and a national sponsor for The Miss America Organisation.

The two companies are also working together to create a brand of footwear for release in January 2011 – the first of its kind for the beauty pageant.

“We are truly excited to have DSW in the spotlight with us as we celebrate our 90th anniversary in January,” said Sam Haskell III, chairman of the board of The Miss America Organisation.

Following the competition, the 53 contestants will help support social causes throughout the year in association with DSW.