New apparel sheriff in town: Ariat snags Fort Worth arena naming rights from Dickies

Trail Drive Management Corporation and Ariat International, a western-styled workwear brand, announced that they’ve entered a 10-year naming rights partnership for the former’s Fort Worth arena.  The venue at 1911 Montgomery Street formerly known as the Dickies Arena will now be renamed the Ariat Arena.  The naming rights deal for the arena is the latest push Ariat has made into Fort Worth, according to the Fort Worth Report. The Union City, California-based workwear company recently announced $73 million dollar plans to expand its regional headquarters in Fort Worth and add 250 jobs to the area. In 2022, Ariat also opened Read More