Fort Worth, Texas: Dickies Arena Becomes Ariat Arena in 10-Year Deal

Fort Worth's biggest indoor venue has a new name. Trail Drive Management Corp. and Ariat International announced on Monday that the building known since it opened as Dickies Arena is now Ariat Arena, effective immediately, under a 10-year naming rights agreement.

The deal makes Ariat the arena's official and exclusive partner for Western wear, workwear and boots. The companies did not disclose the financial terms. Temporary signs with the new name are going up now, and crews expect to finish the permanent signage by the end of the year.

A change readers will see at the Stock Show

The timing puts the new name in place before the 130th Fort Worth Stock Show and Rodeo, which begins on Jan. 15, 2027. The arena, a 14,000-seat building inside the Will Rogers Memorial Center at 1911 Montgomery Street, has hosted the Stock Show and Rodeo since 2020. It opened on Nov. 8, 2019, when a Twenty One Pilots concert was the first event held there.

The building stays busy outside rodeo season. The arena expects to host more than 145 shows in 2026, including concerts by Ty Myers, Riley Green and Leon Bridges, and its coming sports calendar includes the first and second rounds of the NCAA Division I men's basketball tournament and the NCAA Women's Gymnastics Championships.

Why one Western brand replaced another

Dickies, the workwear company founded in Fort Worth, took the arena name at the groundbreaking ceremony on Apr. 18, 2017. Dickies later moved its corporate headquarters from Fort Worth to Costa Mesa, California, in 2025, and in June 2026 the company announced it would opt out of its naming rights deal. Trail Drive president Matt Homan said earlier this year that the complex would be rebranded.

Ariat already had a deep place in the building and in the city. The company opened a regional headquarters in Fort Worth in 2020 and a flagship store in Mule Alley in the Stockyards in 2022. It became a founding partner of the arena in 2023 and sponsors The Ariat Club, the venue's premium hospitality space, and it has long sponsored the Stock Show and Rodeo. In 2025, Ariat invested $70 million in a two-phase expansion of its regional headquarters.

"Fort Worth has played a huge part in Ariat's growth, and the city and the State of Texas have been incredible partners every step of the way," Ariat chief executive Liz O'Neill said in the announcement.

Fort Worth Mayor Mattie Parker welcomed the change. "I can't think of a better naming partner than Ariat for our city's cherished arena," Parker said, thanking the company for deepening its presence and investment in Fort Worth.

What stays the same

The name on the building changes, and the calendar does not. Trail Drive will keep running the arena, and Ariat and the venue will set up a charitable giving program for Fort Worth area organizations under the partnership. Stock Show and Rodeo president Matt Carter said the rodeo was glad to grow its long relationship with Ariat, a corporate partner for years.

For fans, the change is simple. Tickets, schedules and directions now carry the Ariat Arena name, and the old Dickies name comes down before the first rodeo performance in January.