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\n\t\t\t\t\t\tThe Fort Worth venue will now be named Ariat Arena.\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n
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\n\t\t\t\t\t\tThe Fort Worth venue will now be named Ariat Arena.\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n
Mike Brooks<\/p>\n
Fort Worth\u2019s biggest stage<\/a> just traded its work pants for a pair of boots.<\/p>\n Dickies Arena is now Ariat Arena<\/a>, effective immediately, Trail Drive Management Corp. and Ariat International announced Monday. The 10-year naming rights deal ends a stretch in which the old name had been fraying at the seams.<\/p>\n The unraveling began when Bluestar Alliance, a New York brand management company, bought Dickies, a Fort Worth workwear staple since 1922. According to WFAA<\/a>, the new owners moved the company\u2019s headquarters out of town in 2025 and laid off 125 employees on the way out. Then, naming rights apparently became optional and Trail Drive sued for $1 million in damages. The lawsuit alleges Bluestar created an assetless shell company, Dickies Acquisition II LLC, and dumped its payment obligations into it to dodge the contract. If true, that\u2019s one heck of a patch job.<\/p>\n Enter Ariat, which was already well-heeled in Cowtown<\/a>. The company was founded in 1993 and named after the racehorse Secretariat, making its name by sneaking athletic shoe tech into Western boots. Ariat runs a regional headquarters here, where it\u2019s investing more than $70 million and adding 250 jobs, and it has a flagship store in Mule Alley at the Stockyards. It also sponsors the Fort Worth Stock Show & Rodeo and the Ariat Texas Rattlers PBR team. Safe to say this rename has been spurred along for a while.<\/p>\n Sign up for the Music newsletter to get the latest stories delivered to your inbox<\/p>\n THANK YOU!<\/p>\n You’re all set.<\/p>\n CLOSE\t\t\t\t\t\t<\/p>\n \u201cPutting our name on this iconic arena is the next chapter, and we\u2019re honored to welcome the community for rodeos, concerts and sporting events,\u201d Ariat CEO Liz O\u2019Neill said in a statement<\/a>.<\/p>\n Mayor Mattie Parker added, \u201cI can\u2019t think of a better naming partner than Ariat.\u201d<\/p>\n The 14,000-seat venue ranked No. 1 by Pollstar among similarly sized venues worldwide in 2025. Temporary signs are going up now, and permanent ones should land by year\u2019s end, before the Stock Show\u2019s 130th anniversary kicks off on Jan. 15.<\/p>\n