10-Year Deal Renames Fort Worth Venue as Ariat Arena

Fort Worth’s primary venue for Western sports and concerts has been renamed Ariat Arena following a new naming rights agreement. The change takes effect immediately, replacing the previous designation for the multipurpose facility that hosts the Fort Worth Stock Show & Rodeo.

Trail Drive Management Corp. and Ariat International announced the 10-year partnership on October 26. Ariat, a footwear and apparel manufacturer founded in 1993, will serve as the official and exclusive partner for Western wear, workwear, and boot categories at the venue. The company previously held a title sponsorship for The Ariat Club, a premium hospitality space within the building, and has acted as a corporate sponsor for the rodeo for several years.

The venue has hosted more than 935 events and welcomed over 6 million fans since opening. Pollstar ranked the arena as the top venue in its size category worldwide in 2025. Matt Homan, President of Trail Drive Management Corp., stated that the partnership allows the organization to continue its story and embrace local Western culture. Matt Carter, President and General Manager of the Fort Worth Stock Show & Rodeo, noted that the combined reputations of the companies will enhance the guest experience.

Ariat executives emphasized the company’s ties to the Texas community. Liz O’Neill, CEO of Ariat, said the city has played a large part in the company’s growth. Beth Cross, co-founder and Executive Chair of the Board, described the naming as a milestone in the company’s journey, crediting riders and fans for the brand’s development. Susan Alcala, Vice President of Partnership Marketing, added that the move reflects a relationship built on trust since becoming a founding partner in 2023.

The agreement includes the establishment of a charitable giving program to support organizations in the Fort Worth area. Ariat established its regional headquarters in Fort Worth in 2020 and opened a flagship store in the Fort Worth Stockyards in 2022. In 2025, the company announced a two-phase expansion of its headquarters, investing more than $70 million and creating 250 new local jobs.

Fort Worth Mayor Mattie Parker called Ariat a better naming partner for the city’s cherished arena. She expressed gratitude for the company’s deepening presence and commitment to the city’s growth. The arena is projected to host more than 145 shows in the upcoming schedule, including performances by Ty Myers, Riley Green, and Leon Bridges. Major sporting events scheduled for the venue include the NCAA Division I Men’s Basketball First and Second Rounds and the NCAA Women’s Gymnastics Championships.

New signage featuring the Ariat name is being installed right away. Permanent signage is expected to be completed by the end of the year. This timeline ensures the new branding is in place for the 130th anniversary of the Fort Worth Stock Show & Rodeo, which begins on January 15.