Fort Worth's Dickies Arena is now Ariat Arena

The company, which produces a variety of clothing including Western, equestrian, and workwear, moved its regional headquarters to Fort Worth in 2020. Before securing naming rights to the building, Ariat was the title sponsor of The Ariat Club, the venue’s premium hospitality space. Ariat is also a longtime corporate sponsor of the FWSSR. “Bringing Ariat’s name to an arena that celebrates Fort Worth’s Western heritage and brings the community together for sports, music, and entertainment is especially meaningful to us,” said Susan Alcala, vice president of partnership marketing at Ariat. “Since becoming a founding partner in 2023, we’ve 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’s and our store on Mule Alley, we’re proud to be part of this community.” 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’s involvement in the local community. “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.” 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.