A New Chapter in Fort Worth: Introducing Ariat Arena

There's a new name in Fort Worth. We're proud to announce that one of the city's most iconic destinations for rodeo, sports, and live entertainment is officially Ariat Arena.

Home to the legendary Fort Worth Stock Show & Rodeo, the 14,000-seat arena brings together world-class athletes, musicians, and fans from across Texas and beyond. For Ariat, this is more than a name on a building. It's an opportunity to celebrate the sports, music, and Western traditions we love, in a city that's become an important part of who we are.

Where Western Heritage Takes Center Stage

From the excitement of professional rodeo to live music and championship sporting events, Ariat Arena is a place where Western tradition meets world-class entertainment. Built specifically for Western sports, the venue is home to the Fort Worth Stock Show & Rodeo (FWSSR), one of professional rodeo's marquee events, along with specialty rodeos and performances that celebrate the Western way of life.

“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,” said Susan Alcala, Vice President of Partnership Marketing at Ariat.

Our connection to the arena began in 2023, when Ariat became a founding partner and title sponsor of The Ariat Club, the venue's premium hospitality space. Ariat is also a longtime corporate sponsor of FWSSR. Now, we're excited to be part of the arena's story in an even bigger way.

“We are fortunate to already have a longstanding relationship with Ariat as a FWSSR corporate partner, and we’re honored that they are growing their support of FWSSR and Fort Worth’s amazing multipurpose arena,” said FWSSR President and General Manager Matt Carter.

Continuing Our Commitment to Fort Worth

Fort Worth has become a second home for Ariat. From our flagship store in the historic Fort Worth Stockyards to our growing regional headquarters, we've built strong roots in a city that shares our passion for the Western way of life.

“Fort Worth has played a huge part in Ariat’s growth, and the city and the State of Texas have been incredible partners every step of the way. Putting our name on this iconic arena is the next chapter, and we’re honored to welcome the community for rodeos, concerts, and sporting events,” says Liz O’Neill, CEO of Ariat.

Since establishing our regional headquarters in 2020, we've continued to expand our presence in the city. In 2022, we opened our flagship store on Mule Alley, followed by the announcement of a two-phase headquarters expansion in 2025, representing more than $70 million in investment and 250 new jobs.

We're also working with Trail Drive Management Corp. (TDMC), the not-for-profit organization that manages Ariat Arena and the adjacent Will Rogers Memorial Center, to establish a charitable giving program supporting organizations throughout the Fort Worth area.

“I can’t think of a better naming partner than Ariat—one of the world’s leading Western and equestrian performance brands—for our city’s cherished arena,” said Fort Worth Mayor Mattie Parker. “I’m incredibly grateful to Ariat for deepening its presence and investment in Fort Worth and for its commitment to the continued growth and vitality of our city.”

Looking Ahead to Ariat Arena

Ranked No. 1 by Pollstar among similarly sized venues worldwide in 2025, the arena has hosted more than 935 events and welcomed more than 6 million fans since opening. Looking ahead, the venue is projected to host more than 145 shows, including performances by Ty Myers, Riley Green, and Leon Bridges, as well as major sporting events such as the NCAA Division I Men's Basketball First & Second Rounds and the NCAA Women's Gymnastics Championships.

“This arena has become an icon in Fort Worth for fans to experience all forms of entertainment, including concerts, sporting events, and family shows,” said Matt Homan, President of Trail Drive Management Corp. “We look forward to continuing our story and embracing our Western culture and history with Ariat.”

Fans will begin seeing the Ariat name on the arena immediately, with permanent signage expected to be installed by the end of the year, just in time for the 130th anniversary of the Fort Worth Stock Show & Rodeo beginning January 15, 2027.

“This is an incredible milestone for Ariat,” said Beth Cross, co-founder and Executive Chair of the Board of Directors for Ariat. “Seeing our name on the arena, the home of the Fort Worth Stock Show & Rodeo, is a milestone in our journey as a company, and we owe so much of that to the riders, ranchers, and fans who have been with us from the start.”

We're proud to be part of what comes next, and we can't wait to welcome fans to Ariat Arena.

For upcoming events and more information, visit AriatArena.com.