DSW Shoe Warehouse and The Miss America Organisation have entered into a long-term partnership for the footwear firm to become the official provider of shoes for the Miss America pageant and a national sponsor for The Miss America Organisation.

According to a statement the deal is first for The Miss America Organisation.

"We are truly excited to enter into this partnership with DSW Shoe Warehouse," said Sam Haskell, III, chairman of the board of The Miss America Organisation. "DSW's style fits with our message that Miss America is contemporary, hip and a style icon, and we're anxious to help promote a wonderful company that shares the same strong connection to women we do."

"DSW is proud to be associated with The Miss America Organisation," said Mike MacDonald, president and CEO of DSW Shoe Warehouse. "We look forward to sponsoring their important role as the world's leading provider of scholarships for young women."

Miss America 2010 will be crowned on Saturday 30 January in Las Vegas. All 53 contestants will be stepping out in footwear provided by DSW.