Fort Worth’s beloved Dickies Arena has a new name.
The multipurpose arena in the city’s Cultural District has been renamed Ariat Arena, for the San Leandro, California-based boot and apparel brand, Trail Drive Management Corp. and Ariat International announced Monday, Oct. 26. Trail Drive Management is the nonprofit that manages the city-owned arena.
A crew hangs the new Ariat sign atop what was formerly Dickies Arena on Monday, Oct. 26, 2026, in Fort Worth. Trail Drive Management Corp. and Ariat International announced Monday that Dickies Arena will be renamed Ariat Arena. Amanda McCoy FORT WORTH STAR-TELEGRAM
“The partnership is a natural fit between the fast-growing footwear and apparel brand and the venue, which was built specifically for Western sports,” Trail Drive Management Corp. and Ariat International wrote in a press release on the arena’s website — which has been redesigned for the name change and now shows Ariat branding.
The name is part of a 10-year naming rights partnership, the press release says.
The arena has been home to the Fort Worth Stock Show and Rodeo since it opened in 2019.
Dickies was founded in Fort Worth in 1922 and left the city for California in 2025.
The move came shortly after Dickies had relocated its Fort Worth headquarters to a new building on Taylor Street in downtown. City leaders said they were blindsided by the company’s decision to move its headquarters to California.
A crew hangs the new Ariat sign atop what was formerly Dickies Arena on Monday, Oct. 26, 2026, in Fort Worth. Amanda McCoy FORT WORTH STAR-TELEGRAM
“This 10-year partnership is a natural fit for Fort Worth,” said Fort Worth City Council member Macy Hill, who represents District 7 (which includes the arena). “Ariat is not just putting its name on an iconic building; they have consistently proven their commitment to our community through their expanding regional headquarters, local job creation, and a shared dedication to celebrating our city’s deep Western heritage.”
The company sponsors the Fort Worth-based Ariat Texas Rattlers, which competes in the Professional Bull Riders team series.
This story was originally published October 26, 2026 at 9:46 AM.
Fort Worth Star-Telegram
Emily Holshouser is a local news reporter at the Fort Worth Star-Telegram.