Ariat Arena replaces Dickies Arena in Fort Worth

14,000. That is the seating capacity of the Fort Worth arena that will soon be known as Ariat Arena. The venue, formerly called Dickies Arena, is home to the Fort Worth Stock Show and Rodeo.

Ariat, a Fort Worth-based company that makes Western, equestrian, and workwear, announced it has secured naming rights to the building. The deal covers at least the next decade. New signage will be installed immediately, and all signs should be up by the beginning of 2027.

The company moved its regional headquarters to Fort Worth in 2020. It also announced a two-phase expansion of that headquarters in 2025, which includes an investment of more than $70 million and the creation of 250 new local jobs.

Before this naming rights deal, Ariat was the title sponsor of The Ariat Club, the venue's premium hospitality space. The company is also a longtime corporate sponsor of the Stock Show and Rodeo. Susan Alcala, vice president of partnership marketing at Ariat, said the new name is meaningful because the arena celebrates Fort Worth's Western heritage.

"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," Alcala said. She noted that the company has been a founding partner since 2023 and has built a relationship with the arena team based on trust and respect.

Fort Worth Mayor Mattie Parker called Ariat one of the world's leading Western and equestrian performance brands. "I can’t think of a better naming partner than Ariat for our city’s cherished arena," Parker said. She expressed gratitude for the company's deepened presence and investment in the city.

Voters approved the city-owned building in 2014 with Western sports in mind. It opened in October 2019 and has hosted nearly 1,000 events since then, including concerts, basketball, and hockey games. The arena will host concerts by Morrissey and Teddy Swims, holiday shows, and college basketball before the Fort Worth Stock Show and Rodeo begins on Jan. 15, 2027.