Ariat International secures naming rights for Fort Worth arena

Ariat International has entered into a 10-year naming rights partnership with Trail Drive Management Corp. to rename Fort Worth’s Dickies Arena to Ariat Arena, effective immediately.

The Western, equestrian, and workwear brand will serve as the venue’s official and exclusive partner for Western wear, work wear, and boot categories. The arena serves as the home for the Fort Worth Stock Show & Rodeo, a major professional rodeo event.

This partnership follows Ariat’s previous involvement as the title sponsor of the venue’s premium hospitality space, The Ariat Club. Additionally, the company recently announced plans to invest $72.6 million to expand its regional headquarters in Fort Worth, a move expected to create 250 jobs.