Fort Worth Arena Renamed Ariat Arena as Company Expands Local Footprint

Trail Drive Management Corp. and Ariat International announced on Sunday that the Fort Worth multipurpose venue has been officially renamed Ariat Arena, effective immediately. The 10-year naming rights agreement makes the footwear and apparel company the exclusive partner for Western wear, work wear, and boot categories at the site.

The venue, which opened in 2015, serves as the home for the Fort Worth Stock Show & Rodeo. The rodeo offers a $1.6 million purse and stands as one of the premier events in professional rodeo. The arena, managed by the not-for-profit Trail Drive Management Corp., also houses the Will Rogers Memorial Center complex. It is a 14,000-seat facility that has hosted more than 935 events and drawn more than 6 million attendees since its opening.

Ariat has maintained a growing presence in Fort Worth since establishing its regional headquarters in the city in 2020. The company opened a flagship store in the Mule Alley district of the Fort Worth Stockyards in 2022. In 2025, Ariat announced a two-phase expansion of its regional headquarters, an investment exceeding $70 million that created 250 new jobs locally. The company previously held the title sponsorship for The Ariat Club, the venue's premium hospitality area, and has served as a corporate sponsor for the Stock Show & Rodeo since 2023.

Matt Carter, President and General Manager of the Fort Worth Stock Show & Rodeo, stated that the combined leadership and brand reputations of the two organizations will enhance the guest experience. He noted the long-standing relationship between the rodeo and the brand. Susan Alcala, Vice President of Partnership Marketing at Ariat, described the naming as a natural next step in the company's investment in the community, citing ties to the Ariat Texas Rattlers and the Professional Bull Riders.

Liz O'Neill, CEO of Ariat, acknowledged the role Fort Worth played in the company's growth. She expressed that putting the company's name on the venue represents the next chapter for the brand. Beth Cross, co-founder and Executive Chair of the Board of Ariat, called the milestone a reflection of the support received from riders, ranchers, and fans. Fort Worth Mayor Mattie Parker praised the partnership as a deepening of the company's investment in the city's vitality.

The venue was ranked No. 1 by Pollstar among similarly sized venues worldwide in 2025. As Ariat Arena, the site is projected to host more than 145 shows in the coming period. Scheduled performers include Ty Myers, Riley Green, and Leon Bridges. The arena will also host the NCAA Division I Men's Basketball First and Second Rounds, as well as the NCAA Women's Gymnastics Championships.

Matt Homan, President of Trail Drive Management Corp., stated that the venue has become an icon for entertainment in Fort Worth. He said the company looks forward to embracing Western culture and history with the new partner. Under the agreement, Ariat and TDMC will also establish a charitable giving program to support organizations in the Fort Worth area.

Temporary signage featuring the Ariat name is already visible, with all permanent signage expected to be installed by the end of the year. This timeline allows the new branding to be in place for the 130th anniversary of the Fort Worth Stock Show & Rodeo, which begins on January 15.