Fort Worth’s Dickies Arena Is Now Ariat Arena in 10 Year Deal

Fort Worth’s Dickies Arena has officially been renamed Ariat Arena following a new 10 year naming rights agreement with Ariat International, a company specializing in Western footwear, workwear and apparel. The name change took effect October 26, 2026, marking a new chapter for one of Fort Worth’s major entertainment venues. The arena will begin transitioning to its new branding immediately, with permanent signage expected to be installed by the end of 2026. The timing comes ahead of the 2027 Fort Worth Stock Show & Rodeo, scheduled to begin January 15. The financial terms of the naming rights agreement have not been publicly disclosed.

Why Did Dickies Arena Change Its Name?

The change follows a shift in the venue’s corporate naming rights partnership. Dickies, a workwear brand founded in Fort Worth in 1922, previously held the naming rights to the arena. Dickies became closely associated with Fort Worth through its long history in workwear manufacturing. However, its corporate ownership and business operations have changed in recent years. VF Corporation, which previously owned Dickies, sold the brand to Bluestar Alliance in 2025. The transition to Ariat gives the arena a new corporate sponsor with established connections to Fort Worth’s Western culture, rodeo industry and business community.

What Is Ariat International?

Ariat International is a Western footwear and apparel company founded in 1993. The company specializes in cowboy boots, equestrian footwear, work boots and clothing designed for riders, workers and people involved in Western lifestyles. Ariat already had a presence at the arena before securing the naming rights. The company sponsored The Ariat Club, a premium hospitality space at the venue, and has maintained connections with Western sports and rodeo events. The company also has significant ties to Fort Worth. Ariat established its regional headquarters in the city in 2020 and opened a flagship store in Mule Alley in the Fort Worth Stockyards in 2022. Its investment in the region and involvement in Western culture make the naming agreement a natural extension of its existing presence in the area.

Will Concerts and Events Change?

The name change is not expected to alter the arena’s primary purpose or its established event programming. Ariat Arena will continue hosting concerts, sporting competitions, family entertainment and rodeo events. The venue remains an important location for the Fort Worth Stock Show & Rodeo, one of the city’s signature annual events. The 2027 edition is scheduled to begin January 15. The arena also hosts major sporting events and touring entertainment. Its capacity can reach approximately 14,000 people for concerts, depending on the event configuration. Located in Fort Worth’s Cultural District near the Will Rogers Memorial Center, the arena remains a major destination for visitors attending entertainment and sporting events throughout the year.

New Signage and Community Investment

The transition to Ariat Arena will include updated branding and new signage. The companies have indicated that permanent signage is expected to be installed by the end of 2026. The agreement also includes plans for a charitable giving program supporting organizations in the Fort Worth area. Details about the program’s funding, participating organizations and launch date have not been fully announced. The partnership further connects Ariat’s business operations with the city’s economic development and community initiatives.

What the Name Change Means for Fort Worth

The transition from Dickies Arena to Ariat Arena represents a significant branding change for one of Fort Worth’s most recognizable entertainment venues. Dickies had a historical connection to the city dating back more than a century. Ariat now assumes the naming rights with its own established presence in the region and a business identity closely associated with Western footwear, apparel and equestrian activities. The 10 year agreement provides Ariat with prominent visibility among concertgoers, rodeo fans, sports audiences and other visitors. For Fort Worth, the partnership maintains a connection between the arena and a company with existing local operations. Although the name and signage are changing, the arena’s role as a major destination for concerts, rodeos, sporting events and family entertainment is expected to continue. The new name took effect October 26, 2026, with the full signage transition expected by the end of the year.