{"id":322844,"date":"2026-06-04T18:24:12","date_gmt":"2026-06-04T18:24:12","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-tx\/322844\/"},"modified":"2026-06-04T18:24:12","modified_gmt":"2026-06-04T18:24:12","slug":"why-dickies-arena-in-fort-worth-is-looking-for-a-new-name","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-tx\/322844\/","title":{"rendered":"Why Dickies Arena in Fort Worth is looking for a new name"},"content":{"rendered":"

Dickies Arena<\/a> in Fort Worth could soon have a new name.<\/p>\n

Bluestar Alliance, which purchased the Dickies brand last year for $600 million, no longer wants naming rights for the arena. Tom Homan, president of the arena’s manager, Trail Drive Management<\/a>, lamented the coming change in an interview this week with KRLD\u2019s CEO Spotlight podcast.<\/p>\n

This \u201cbreaks my heart to be honest with you, because it was such a perfect fit,\u201d Homan said. \u201cSo I imagine we\u2019ll be looking for a new naming rights partner here in the coming months or year.\u201d<\/p>\n

In a statement to The Dallas Morning News, Trail Drive Management said it was seeking overdue payments associated with naming rights from Bluestar and the previous owner, VF. Trail Drive is the nonprofit manager that runs the city-owned Dickies.<\/p>\n

VF referred questions to Bluestar, which did not respond to a request for comment Thursday from The News.<\/p>\n

Trail Drive Management did not respond to a follow-up question asking how much the companies owe, but it said the dispute “will have no impact on arena operations, event bookings, and financial health.”<\/p>\n

Related: Dickies brand in Fort Worth moving headquarters to California<\/a><\/p>\n

Homan said on the podcast he initially expected Dickies<\/a> to host 20 to 30 concerts a year. This year, the arena\u00a0is set to host about 60.<\/p>\n

Dickies opened in 2019 in the city’s museum district and became a hot spot in North Texas for big-name concerts, rodeos, high school graduations and sporting events. The 14,000-seat venue has hosted big names, including George Strait and Pearl Jam,\u00a0NCAA basketball<\/a>, U.S. women\u2019s gymnastics and professional bull riding championships.<\/p>\n

Since it opened, the arena has gone by only one name: Dickies.<\/p>\n

The iconic Fort Worth workwear brand<\/a> was founded in 1922 with denim bib\u00a0overalls.\u00a0When the\u00a0company signed on for naming rights in 2017<\/a>, Chairman and CEO Philip Williamson said the arena would “redefine what local entertainment means to our neighbors in Fort Worth.” The terms of naming rights were not disclosed.<\/p>\n

Just months later in 2017, VF Corp. acquired the company and in 2024 announced it would relocate to California<\/a>, a move that stunned city leaders and loyal fans of the brand. VF Corp. owns other well-known brands, including Vans, The North Face and Timberland.<\/p>\n

VF Corp. sold the brand to New York-based Bluestar last year.<\/p>\n

Homan said on the podcast he predicts strong interest in the arena’s naming rights.<\/p>\n

\u201cIt\u2019s about finding the right partner here,\u201d he said, \u201cand I think that\u2019s something that\u2019s going to be really important for us.\u201d<\/p>\n

Related: Dickies Arena in Fort Worth ranks No. 1 for its size in Billboard tally<\/a><\/p>\n

Subscribe<\/p>\n

Sign up for the Morning Roundup, a free newsletter delivering the latest North Texas news each morning.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Dickies Arena in Fort Worth could soon have a new name. Bluestar Alliance, which purchased the Dickies brand…\n","protected":false},"author":2,"featured_media":322845,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[115165,10541,116,118,117,115478,64998,29202,115168,115167,115477],"class_list":["post-322844","post","type-post","status-publish","format-standard","has-post-thumbnail","category-fort-worth","tag-bluestar-alliance","tag-dickies-arena","tag-fort-worth","tag-fort-worth-headlines","tag-fort-worth-news","tag-global-championship","tag-naming-rights","tag-tom-homan","tag-trail-drive","tag-trail-drive-management","tag-vf"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/posts\/322844","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/comments?post=322844"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/posts\/322844\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/media\/322845"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/media?parent=322844"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/categories?post=322844"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/tags?post=322844"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}