ARIAT INTERNATIONAL TO BECOME THE OFFICIAL NAMING RIGHTS PARTNER OF FORT WORTH’S BELOVED ARENA

FORT WORTH, Texas, Oct. 26, 2026 (GLOBE NEWSWIRE) -- Trail Drive Management Corp. (TDMC) and Ariat International, the leading performance Western, equestrian, and workwear brand, are proud to announce that Fort Worth’s world-class entertainment venue and home of the Fort Worth Stock Show & Rodeo (FWSSR) will be renamed Ariat Arena, effective immediately.

The partnership is a natural fit between the fast-growing footwear and apparel brand and the venue, which was built specifically for Western sports. The Ariat Arena is home to the Fort Worth Stock Show & Rodeo, one of professional rodeo’s marquee events with a $1.6 million purse, as well as specialty rodeos and performances that showcase Western heritage and tradition. Ariat operates a growing regional headquarters in Fort Worth and has been an integral part of the arena since becoming the title sponsor of The Ariat Club, the venue’s premium hospitality space. Ariat is also a longtime corporate sponsor of the FWSSR. The 10-year naming rights partnership designates Ariat as the Arena’s official and exclusive partner for Western Wear and Work Wear and Boot categories.

“With Ariat, the team at Trail Drive Management Corp. and the Fort Worth Stock Show & Rodeo combining our collective talents, innovative leadership, and brand reputations, new and exciting synergies are evolving that will take the guest experience to new heights in Ariat Arena,” said FWSSR President and General Manager Matt Carter. “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.”

“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. “Since becoming a founding partner in 2023, we’ve built a relationship with the Arena team grounded in trust and respect. This is a natural next step in that partnership and our investment in Fort Worth, a community whose Western heritage, people and traditions mean so much to our local employees, athletes, and partners. From our partnership with the Ariat Texas Rattlers and PBR to Tannahill’s and our store on Mule Alley, we’re proud to be part of this community.”

“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.

“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.”

Founded in 1993, Ariat was the first to integrate athletic footwear technology into boots for equestrian athletes and Western riders. More than 30 years later, the company has grown into a global leader across the Western, work, and equestrian markets. Known for its commitment to innovation and quality craftsmanship, Ariat is one of the most recognized and trusted apparel and footwear brands in the industry.

The partnership is part of Ariat’s continued investment in the Fort Worth community. The company established its regional headquarters in Fort Worth in 2020, followed by the opening of a flagship store in Mule Alley in the Fort Worth Stockyards in 2022. In 2025, Ariat announced a two-phase expansion of its regional headquarters, investing more than $70 million and creating 250 new jobs in the city.

Under the partnership, Ariat and TDMC will also establish a charitable giving program to support Fort Worth-area organizations and further deepen Ariat’s involvement in the local community.

“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.”

Ranked No. 1 by Pollstar among similarly sized venues worldwide in 2025, the arena has hosted more than 935 events and entertained more than 6 million fans since opening. As Ariat Arena, 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. For a full event listing, visit www.AriatArena.com.

“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 new signage featuring the Ariat name right away, with all permanent signage expected to be installed by the end of the year, just in time to celebrate the 130th anniversary of the legendary Fort Worth Stock Show & Rodeo beginning January 15.

For approved Ariat Arena renderings, click here.

ABOUT ARIAT INTERNATIONAL
Founded in 1993 as “The New Breed of Boot,” Ariat was the first to integrate athletic footwear technology into boots for equestrian athletes and western riders. Today, Ariat develops innovative and award-winning performance footwear and apparel for all types of demanding outdoor and work environments. The company takes its name from Secretariat, the greatest racehorse of all time.

ABOUT TRAIL DRIVE MANAGEMENT CORP.
Trail Drive Management Corp. (TDMC) is a not-for-profit operating entity that manages the 14,000-seat multipurpose venue Ariat Arena and the adjacent Will Rogers Memorial Center, including Will Rogers Auditorium and Will Rogers Coliseum. For event and venue information, visit www.AriatArena.com or www.WillRogersFW.com.