Fort Worth Multipurpose Venue Becomes Ariat Arena
Trail Drive Management Corp and Ariat International agree to a 10-year naming rights partnership for the Fort Worth venue.
Updated on Oct. 26, 2026 in Rodeo
Live Poll
Do you support replacing traditional local venue names with corporate brand names in your area?
Trail Drive Management Corp has officially renamed its Fort Worth multipurpose venue to Ariat Arena. The deal establishes a 10-year naming rights partnership with the equestrian and Western apparel company.
Why it matters
This partnership cements the brand status of Ariat within the local Western and equestrian markets. It further deepens the company connection to Fort Worth following its significant recent investment in a regional headquarters expansion.
The venue has hosted more than 935 events and entertained over 6 million fans since opening. It maintains a seating capacity of 14,000 and was ranked as the No. 1 worldwide venue in its size category by Pollstar in 2025.
The players
Ariat International
An equestrian and Western apparel brand that operates a flagship store in Mule Alley.
Trail Drive Management Corp
The organization responsible for managing the multipurpose venue in Fort Worth.
Fort Worth Stock Show & Rodeo
A major local event that features a $1.6 million purse.
The details
The agreement designates Ariat as the exclusive partner for Western Wear, Work Wear, and Boot categories at the facility. As part of the transition, the companies will introduce new branding signage and launch a charitable giving program focused on supporting local organizations.
Timeline
1993: Ariat International is founded.
2020: Ariat establishes a regional headquarters in Fort Worth.
2023: Ariat becomes a founding partner of the arena.
2025: Ariat announces a $70 million regional headquarters expansion.
January 15, 2027: The Fort Worth Stock Show & Rodeo celebrates its 130th anniversary.
Season Trajectory
This rebranding strengthens the venue position within the Western sports industry ahead of major regional milestones like the 130th anniversary of the Fort Worth Stock Show & Rodeo. The long-term partnership ensures the facility remains a hub for elite rodeo competition and related equestrian programming.
Fans visiting the arena can expect to see updated branding signage around the 14,000-seat facility in the coming months. The partnership also guarantees continued sponsorship of Western-themed events, including those with substantial purses like the $1.6 million Stock Show & Rodeo.
The takeaway
This rebrand highlights the increasing corporate influence of apparel companies in the professional rodeo and event space. Readers should look for expanded charitable initiatives in the Fort Worth area as a result of this new long-term partnership.
What happens next
Permanent signage bearing the new Ariat Arena name is scheduled to be installed by the end of 2026.
Further reading
For more news on the local circuit, see Rodeo.
More information
To see upcoming event schedules or learn more about the facility, visit the venue event and information website.
Live Poll
Do you support replacing traditional local venue names with corporate brand names in your area?
