Dickies Arena Renamed Ariat Arena

Fort Worth's arena takes on a new name under a 10-year naming rights partnership with boot maker Ariat.

Updated on Nov. 10, 2026 in Rodeo

Wide photograph of a large modern arena with a curved roof and dark metal cladding on an open plaza under a clear Texas sky. — Fort Worth's Dickies Arena is now Ariat Arena under a 10-year naming-rights partnership with boot maker Ariat, with the same events continuing there. AI Illustration. Upload story photo >

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Dickies Arena in Fort Worth is now Ariat Arena, following a 10-year naming rights partnership between Ariat and Trail Drive Management Corp. The nonprofit that operates the arena says the same events will continue to take place there.

Why it matters

The deal ties a long-standing local sponsor more closely to one of the city's major venues. The partnership will also introduce a charitable giving program to support Fort Worth area organizations.

The naming rights partnership runs for 10 years, and Ariat has been a corporate sponsor of the Fort Worth Stock Show & Rodeo since 2020. Ariat International was founded in 1993 and established its Fort Worth headquarters in 2020.

The players

Ariat International

Ariat International is a boot and equestrian apparel company founded in 1993 that established its headquarters in Fort Worth in 2020.

Trail Drive Management Corp.

Trail Drive Management Corp. is a nonprofit company that operates and manages Dickies Arena in Fort Worth.

The details

Trail Drive Management Corp., a nonprofit that operates and manages the arena, entered the partnership with Ariat. Signage reading Ariat Arena is being installed, and the venue is located next to the Will Rogers Memorial Center at 1911 Montgomery St.

Nov. 4, 2014: Fort Worth voters approved creating a new multipurpose arena.
2020: Ariat established its Fort Worth headquarters.
Nov. 10, 2026: Dickies Arena was renamed Ariat Arena and new signage was installed.

Season Trajectory

Ariat's sponsorship of the Fort Worth Stock Show & Rodeo since 2020 has now extended to naming the arena where rodeo events are held. The deal deepens the company's presence in the Fort Worth rodeo circuit well beyond a single event sponsorship.

The same events will continue at the arena, so ticket buyers for upcoming rodeo and stock show programs will see no change in the venue itself. Fans attending events should expect the new Ariat signage throughout the building.

The takeaway

The arena keeps its role as a central Fort Worth venue while gaining a sponsor tied to the city's rodeo tradition. Readers attending events there will find the same programming under a new name.