Fort Worth’s 14,000‑seat multipurpose venue, originally opened in 2019 as Dickies Arena, has been renamed Ariat Arena effective immediately. Trail Drive Management Corp. and Ariat International announced the 10‑year naming‑rights partnership on Monday, making Ariat the arena’s exclusive partner for Western wear, workwear and boots, according to the Fort Worth Report.
The rebranding follows a $70 million‑plus investment by Ariat in its Fort Worth regional headquarters and the creation of 250 jobs, a figure cited by both Fox 4 and the Dallas Observer. The Fort Worth Report notes Ariat’s earlier $72.6 million investment to expand its headquarters, highlighting a slight discrepancy in reported amounts.
Mayor Mattie Parker praised the deal, saying, “I can’t think of a better naming partner than Ariat for our city’s cherished arena,” a quote reproduced by Fox 4. Ariat CEO Liz O’Neill added that Fort Worth has been a key partner in the brand’s growth, a sentiment echoed across all three sources.
The arena, built with an estimated total cost of $540 million—$225 million of which came from the city under a public‑private partnership—has hosted a wide range of events, from rodeos to concerts and NCAA tournaments. Fox 4 reports that the venue expects to host more than 145 shows this year, including performances by Ty Myers, Riley Green and Leon Bridges, as well as the NCAA Division I Men’s Basketball first and second rounds and the NCAA Women’s Gymnastics Championships.
Temporary signage bearing the Ariat name is already being installed, with permanent signs slated for completion by the end of the year, positioning the arena for the 130th Fort Worth Stock Show & Rodeo beginning Jan. 15, per the Fort Worth Report and Fox 4.
What’s next: Residents will see the new Ariat branding around the venue immediately, and full permanent signage is expected before the year’s end, just in time for the upcoming Stock Show & Rodeo celebrations.
Sources: fortworthreport.org, fox4news.com, dallasobserver.com
