The arena home of Fort Worth’s Stock Show and Rodeo has a new name: the 14,000-seat venue known since it opened as Dickies Arena is now Ariat Arena, after the Fort Worth-based Western wear company secured naming rights for at least the next decade, according to NBC 5 Dallas-Fort Worth.
Ariat said new signage will go up right away, with installation completed by the beginning of 2027. The company, which produces Western, equestrian and workwear, moved its regional headquarters to Fort Worth in 2020 and has been deepening its local footprint ever since.
Before securing the arena name, Ariat was the title sponsor of The Ariat Club, the venue’s premium hospitality space, and a longtime corporate sponsor of the Fort Worth Stock Show and Rodeo. The company said in 2025 it announced a two-phase expansion of its regional headquarters, investing more than $70 million and creating 250 new jobs in the city. Under the new partnership, Ariat and TDMC, the arena’s operating entity, will also establish a charitable giving program to support Fort Worth-area organizations.
“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. She cited the company’s founding partnership in 2023 and investments ranging from the Ariat Texas Rattlers and PBR to Tannahill’s and its store on Mule Alley.
Fort Worth Mayor Mattie Parker called the deal a natural fit, saying she could not think of a better naming partner for the city’s cherished arena than one of the world’s leading Western and equestrian performance brands, and expressing gratitude for the company’s deepening investment in the city.
Voters approved the city-owned building in 2014 with Western sports in mind. Since opening in October 2019, the arena has hosted nearly 1,000 events, including concerts, basketball and hockey games, family shows and community events. Naming rights at major arenas typically run to eight figures annually in markets of this size, though neither party disclosed financial terms.
The rebranding is the latest sign of Fort Worth’s maturing corporate entertainment economy. The arena’s calendar remains busy: before the Fort Worth Stock Show and Rodeo begins January 15, 2027, the venue will host concerts by Morrissey and Teddy Swims, several Christmas and holiday shows and college basketball games.
The deal also continues a naming-rights reshuffle across North Texas venues. Dickies, the workwear brand owned by Williamson-Dickie, had lent its name to the arena since opening; the company remains headquartered in Fort Worth. For Ariat, the arena name pairs with its corporate campus expansion and positions the brand at the center of the city’s Western heritage identity, a marketing asset in an industry where lifestyle branding drives sales.
For Dallas-Fort Worth’s events economy, the naming deal underscores how competition for sponsor dollars has intensified across the metro’s venues, from American Airlines Center to AT&T Stadium, as companies seek visibility tied to marquee entertainment assets. The Stock Show and Rodeo, which anchors the arena each winter, draws more than a million visitors annually and remains one of the largest events of its kind in the country.
Ariat executives said the partnership reflects a long-term commitment to Fort Worth, where the company’s employees, athletes and partners are concentrated. With signage going up immediately, the Ariat Arena era begins this month, giving the city’s biggest indoor stage a new identity heading into its second decade.
