Dickies Arena Looking to Wrangle new Naming Rights Sponsor

A fight over the naming rights to Dickies Arena is brewing in court as managing nonprofit company Trail Drive Management thinks Dickies cleared its eight-second ride.

The Dickies brand has changed hands twice since the 2017 naming rights deal for the city-owned stadium. Denver-based VF Corporation acquired Williamson-Dickie Manufacturing Company in the same year of the naming rights deal, followed by New York-based Bluestar Alliance in 2025.

Matt Homan, the president of Trail Drive, broke the news that Bluestar was no longer interested in being involved with the home of the rodeo portions of the Fort Worth Stock Show & Rodeo on a local podcast, according to the Dallas Business Journal.

A lawsuit filed by Trail Drive shed light on the relationship between Dickies and the arena at 1911 Montgomery Street, which has been deteriorating since 2024. That year, VF moved the Dickies headquarters from Fort Worth to Costa Mesa, California after a century in Cowtown.

In the lawsuit, Trail Drive alleges VF and Bluestar formatted the deal in a manner that placed their contract obligations in limbo. Trail Drive states that a shell entity with no meaningful assets was formed in Bluestar’s acquisition of VF for the explicit purpose of avoiding payment, but keeping the Dickies brand.

The naming rights for the stadium are in limbo as Trail Drive searches for a new dancing partner for the 560,000-square-foot arena. Rather than a specific deadline for a deal, Trail Drive is focused on finding one that fits with the arena’s specifics, according to the outlet.

The Dickies Arena holds 14,000 seats and opened its doors in 2019. In addition to the historic, local stock show it hosts, the venue hosts concerts and has been the home of the Professional Bull Riders World Finals. The arena sits across the street from the National Cowgirl Museum & Hall of Fame, and is walking distance from Will Rogers Memorial Center, named for the legendary Oklahoman vaudeville performer.

— Hunter Cooke