In a significant development for Fort Worth, the well-known Dickies Arena is set to change its name. This comes after Bluestar Alliance, the brand management company that acquired Dickies in 2025, decided to step away from the arena’s naming rights. Matt Homan, President of Dickies Arena and Trail Drive Management Corp., announced the impending change during a podcast appearance.

Background and Impact

Dickies Arena has been a staple in Fort Worth since its opening in 2019, with the naming partnership initially announced in 2017. The venue has gained recognition, recently being ranked as the No. 1 venue in North America by Billboard Magazine and No. 5 worldwide. Despite the upcoming change, Homan assured that the arena’s operations, event bookings, and financial health remain unaffected, with strong interest from sponsors and patrons.

Trail Drive Management Corp., the not-for-profit manager of the city-owned arena, has sent demand letters to Bluestar Alliance and VF Corporation, Dickies’ former owner, requesting overdue payments related to the naming rights. The corporation emphasized that these actions would not impact the arena’s operations.

Community and Future Prospects

The Williamson family, former owners of Williamson-Dickie, are held in high regard by the Fort Worth community for their contributions to the city. Their involvement with the arena was seen as a partnership that celebrated Fort Worth’s Cowboy Culture. As the search for a new naming partner begins, the arena aims to find a partner that aligns with both the arena’s and the new company’s vision.

Homan stated that the search for a new naming partner will commence in the coming months, ensuring that the new partnership will be beneficial for all parties involved.

Original reporting: Dallas – Ft. Worth Feed (HLL/CB) — read the source article.