Fort Worth's Dickies Arena is now Ariat Arena – NBC 5 Dallas-Fort Worth

Fort Worth’s Dickies Arena is now Ariat Arena  NBC 5 Dallas-Fort Worth

Dickies Arena has a new name as Ariat secures naming rights for at least the next decade. New signage is expected by early 2027. The arena home of Fort Worth's Stock Show and Rodeo has a new name — Dickies Arena is now Ariat Arena. 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. ,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. 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. Create a free account with NBC 5 DFW to save articles and videos. “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