The arena home of Fort Worth’s Stock Show and Rodeo has a new name \u2014 Dickies Arena is now Ariat Arena.<\/p>\n
The Fort Worth-based Western wear company announced it had secured naming rights for the 14,000-seat arena for at least the next decade.<\/p>\n
,Ariat said new signage will go up right away and should all be installed by the beginning of 2027. The company, which produces a variety of clothing including Western, equestrian, and workwear, moved its regional headquarters to Fort Worth in 2020.<\/p>\n
Before securing naming rights to the building, Ariat was the title sponsor of The Ariat Club, the venue\u2019s premium hospitality space. Ariat is also a longtime corporate sponsor of the FWSSR. <\/p>\n
\u201cBringing Ariat\u2019s name to an arena that celebrates Fort Worth\u2019s Western heritage and brings the community together for sports, music, and entertainment is especially meaningful to us,\u201d said Susan Alcala, vice president of partnership marketing at Ariat. \u201cSince becoming a founding partner in 2023, we\u2019ve built a relationship with the arena team grounded in trust and respect. This is a natural next step in that partnership and our investment in Fort Worth, a community whose Western heritage, people and traditions mean so much to our local employees, athletes, and partners. From our partnership with the Ariat Texas Rattlers and PBR to Tannahill\u2019s and our store on Mule Alley, we\u2019re proud to be part of this community.\u201d<\/p>\n
Ariat said in 2025 they announced “a two-phase expansion of its regional headquarters, investing more than $70 million and creating 250 new jobs in the city. Under the partnership, Ariat and TDMC will also establish a charitable giving program to support Fort Worth-area organizations and further deepen Ariat\u2019s involvement in the local community.”<\/p>\n
\u201cI can\u2019t think of a better naming partner than Ariat \u2013 one of the world\u2019s leading Western and equestrian performance brands \u2013 for our city\u2019s cherished arena,\u201d said Fort Worth Mayor Mattie Parker. \u201cI\u2019m incredibly grateful to Ariat for deepening its presence and investment in Fort Worth and for its commitment to the continued growth and vitality of our city.\u201d<\/p>\n
Voters approved the city-owned building in 2014 with Western sports in mind, but since opening in October 2019, it has hosted nearly 1,000 events, including concerts, basketball and hockey games, family shows, and other community events. The Fort Worth Stock Show and Rodeo begins Jan. 15, 2027. Before that, the arena will host concerts by Morrissey and Teddy Swims, several Christmas and holiday shows and college basketball games.<\/p>\n","protected":false},"excerpt":{"rendered":"The arena home of Fort Worth’s Stock Show and Rodeo has a new name \u2014 Dickies Arena is…\n","protected":false},"author":2,"featured_media":477408,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[116,118,117],"class_list":["post-477407","post","type-post","status-publish","format-standard","has-post-thumbnail","category-fort-worth","tag-fort-worth","tag-fort-worth-headlines","tag-fort-worth-news"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/posts\/477407","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=477407"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/posts\/477407\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/media\/477408"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/media?parent=477407"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/categories?post=477407"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/tags?post=477407"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}