Fort Worth’s iconic multipurpose venue, formerly known as Dickies Arena, is now Ariat Arena. Trail Drive Management Corp., the arena’s manager, and Ariat International announced the 10‑year naming‑rights partnership early this morning, making Ariat the official and exclusive partner for Western wear, work wear, and boot categories.
Local leaders praise the partnership
Matt Carter, president and general manager of the Fort Worth Stock Show & Rodeo, said, “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.” Mayor Mattie Parker added, “I can’t think of a better naming partner than Ariat — one of the world’s leading Western and equestrian performance brands — for our city’s cherished arena. I’m incredibly grateful to Ariat for deepening its presence and investment in Fort Worth and for its commitment to the continued growth and vitality of our city.”
Ariat’s deep roots in Fort Worth
Founded in 1993, Ariat built its reputation by integrating athletic‑footwear technology into boots for equestrian athletes and Western riders. Liz O’Neill, CEO of Ariat, noted, “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. Putting our name on this iconic arena is the next chapter, and we’re honored to welcome the community for rodeos, concerts and sporting events.”
Economic impact and job creation
Last year Ariat announced a $72.6 million investment to expand its regional headquarters in Fort Worth, creating 250 jobs. The company also opened a flagship store in Mule Alley in the Fort Worth Stockyards in 2022 and has been the title sponsor of the Ariat Club, the arena’s hospitality space, since its inception.
Community‑focused charitable program
Under the new agreement, Ariat and Trail Drive Management will launch a charitable‑giving program to support Fort Worth‑area organizations, further deepening Ariat’s involvement in the local community. Susan Alcala, vice president of partnership marketing at Ariat, said, “From our partnership with the Ariat Texas Rattlers and PBR to Tannahill’s and our store on Mule Alley, we’re proud to be part of this community.”
Signage and timeline
Fans will begin seeing new Ariat signage immediately, with permanent signage slated for installation by the end of the year—just in time for the 130th anniversary of the Fort Worth Stock Show & Rodeo, which begins Jan. 15.
Background on the former naming rights
The arena opened in 2019, funded by voter‑approved bonds in 2014 and built at an estimated cost of $540 million. It seats up to 14,000 guests and is owned by the city but privately leased and managed by Trail Drive Management Corp., a nonprofit that reinvests revenue into facility maintenance. The previous naming partner, Williamson‑Dickie, a historic Fort Worth work‑wear maker, ceased its partnership after Bluestar Alliance acquired the Dickies brand from VF Corp. and declined to continue as naming‑rights sponsor.
Looking ahead
Ariat Arena is expected to continue hosting rodeos, concerts, high‑school graduations, and sporting events, reinforcing Fort Worth’s reputation as a hub for Western heritage and entertainment. The partnership underscores a broader trend of local businesses investing in community assets, creating jobs, and supporting charitable initiatives that benefit residents.
Original reporting: Fort Worth Report — read the source article.
