Ariat to become official naming partner of Fort Worth arena

Ariat to become official naming partner of Fort Worth arena

Published on October 26, 2026

The former Dickies Arena, Fort Worth's world-class entertainment venue and home of the Fort Worth Stock Show & Rodeo, will be renamed Ariat Arena, effective immediately.

The partnership is a natural fit between the footwear and apparel brand and the venue, which was built specifically for Western sports. The Ariat Arena is home to the Fort Worth Stock Show & Rodeo, as well as specialty rodeos and performances that showcase Western heritage and tradition.

Ariat operates a growing regional headquarters in Fort Worth and has been an integral part of the arena since becoming the title sponsor of The Ariat Club, the venue's premium hospitality space. Ariat is also a longtime corporate sponsor of the FWSSR. The 10-year naming rights partnership designates Ariat as the arena's official and exclusive partner for Western wear and workwear and boot categories.

Perfect partners

"I can't think of a better naming partner than Ariat - one of the world's leading Western and equestrian performance brands - for our city's cherished arena," said Fort Worth Mayor Mattie Parker. "I'm 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."

"This partnership is a tremendous win for Fort Worth. Ariat's continued investment in our City, including its $70 million headquarters expansion and 250 new jobs, demonstrates its confidence in Fort Worth's future," said Fort Worth City Manager Jay Chapa, "This new chapter celebrates our Western heritage while strengthening Fort Worth's position as a premier destination for entertainment, tourism and economic development. We are proud to see a company with such strong ties to our community continue to elevate our City's profile on the national stage."

"With Ariat, the team at Trail Drive Management Corp. and the Fort Worth Stock Show & Rodeo - combining our collective talents, innovative leadership and brand reputations - new and exciting synergies are evolving that will take the guest experience to new heights in Ariat Arena," said FWSSR President and General Manager Matt Carter. "We are fortunate to already have a longstanding relationship with Ariat as a FWSSR corporate partner, and we're honored that they are growing their support of FWSSR and Fort Worth's amazing multipurpose arena."

"Fort Worth has played a huge part in Ariat's growth, and the City and the state of Texas have been incredible partners every step of the way," said Liz O'Neill, CEO of Ariat. "Putting our name on this iconic arena is the next chapter, and we're honored to welcome the community for rodeos, concerts and sporting events,"

"This is an incredible milestone for Ariat," said Beth Cross, co-founder and executive chair of the board of directors for Ariat. "Seeing our name on the arena, the home of the Fort Worth Stock Show & Rodeo, is a milestone in our journey as a company, and we owe so much of that to the riders, ranchers and fans who have been with us from the start."

A Fort Worth partner

The partnership is part of Ariat's continued investment in the Fort Worth community. The company established its regional headquarters in Fort Worth in 2020, followed by the opening of a flagship store in Mule Alley in the Fort Worth Stockyards in 2022. In 2025, Ariat 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 Trail Drive Management Corp. will also establish a charitable giving program to support Fort Worth-area organizations and further deepen Ariat's involvement in the local community.

Rendering: Fans will begin seeing new signage featuring the Ariat name right away, with all permanent signage expected to be installed by the end of the year.

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