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Dickies Arena Renamed Ariat Arena in New 10-Year Partnership
Ariat replaces Dickies as the arena’s naming partner and will add a charitable giving program for Fort Worth-area organizations.
- On Monday, October 26, 2026, Trail Drive Management Corp. announced the Fort Worth venue formerly known as Dickies Arena is now Ariat Arena under a 10-year naming rights partnership with Ariat International, effective immediately.
- The transition follows a legal dispute between Trail Drive and Bluestar Alliance, which purchased the Dickies brand last year; Trail Drive sued the new owners, alleging a plan to "dump obligations" after they sought to exit the contract.
- Ariat has invested more than $70 million to expand its Fort Worth regional headquarters while creating 250 jobs, and already sponsors the Ariat Texas Rattlers PBR team and The Ariat Club hospitality space.
- Fans will begin seeing temporary signage immediately, with permanent displays expected by year's end; the venue hosts the 130th Fort Worth Stock Show & Rodeo beginning January 15, 2027, featuring a $1.6 million purse.
- Fort Worth Mayor Mattie Parker praised the partnership, calling Ariat "a better naming partner" for the city's cherished facility; the 14,000-seat arena hosts NCAA championships, concerts, and community events.
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Total News Sources14
Leaning Left3Leaning Right1Center7Last UpdatedBias Distribution64% Center
Bias Distribution
- 64% of the sources are Center
64% Center
L 27%
C 64%
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