Name change
Fort Worth's Dickies Arena renamed Ariat Arena in 10-year deal

The venue formerly known as Dickies Arena is now Ariat Arena.
Fort Worth's Dickies Arena has a new name: The venue will now be known as Ariat Arena under a 10-year naming rights deal with Western wear and footwear company Ariat International.
The name change takes effect immediately, according a October 26 release from Trail Drive Management Corp., which manages the arena. New signage is already in the works, with permanent signs expected to be installed by the end of the year.
Ariat is a performance Western, equestrian, and workwear brand that was founded in 1993. It is known as the first company to integrate athletic footwear technology into boots for equestrian athletes and Western riders.
The naming rights change follows the relocation of Dickies' corporate headquarters from Fort Worth to Costa Mesa, California, in 2025. In 2017, Dickies had gained naming rights to the arena next to the Will Rogers Memorial Center, which opened in 2019.
The trading of one Western wear brand for another is a natural fit for the 7-year-old arena, which was built specifically for Western sports.
It hosts the annual Fort Worth Stock Show & Rodeo and other marquee rodeo events, along with concerts, basketball games, and more.
Ariat was already a part of the arena as the title sponsor of The Ariat Club, the venue’s premium hospitality space. Ariat is also a longtime corporate sponsor of the Fort Worth Stock Show & Rodeo.
The 10-year naming rights partnership designates Ariat as the arena’s official and exclusive partner for Western Wear and Work Wear and Boot categories.
“With Ariat, the team at Trail Drive Management Corp. and the Fort Worth Stock Show & Rodeo combining our collective talents, innovative leadership, and brand reputations, new and exciting synergies are evolving that will take the guest experience to new heights in Ariat Arena,” said FWSSR President and General Manager Matt Carter in a statement.
“We are fortunate to already have a longstanding relationship with Ariat as a FWSSR corporate partner, and we’re honored that they are growing their support of FWSSR and Fort Worth’s amazing multipurpose arena.”
Ariat, whose international headquarters are in San Leandro, California, established its regional headquarters in Fort Worth in 2020, followed by the opening of a flagship store in Mule Alley in the Fort Worth Stockyards in 2022.
In 2025, Ariat announced a two-phase expansion of its regional headquarters, investing more than $70 million and creating 250 new jobs in the city.
Under the partnership, Ariat and TDMC will also establish a charitable giving program to support Fort Worth-area organizations and further deepen Ariat’s involvement in the local community, the company says.
