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Multipurpose Arena Fort Worth and Dickies announce naming rights deal

Posted April 19, 2017

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crowd watches as arena name hangs on cranes
The $450 million project will complement the current Will Rogers Memorial Coliseum, which will continue to serve as a major equestrian show arena.

Multipurpose Arena Fort Worth (MAFW) and Dickies announced a naming rights partnership establishing Dickies Arena as the name of Fort Worth’s new 14,000-seat arena, adjacent to the Will Rogers Memorial Center and set to open in November 2019.

rendering of Dickies arena
Dickies Arena will bring a wide variety of programming to Fort Worth, including concerts, family shows, sporting events, community events and will be the new home to the Fort Worth Stock Show Rodeo performances.

The surprise partnership was announced at a “Let The Dirt Fly” groundbreaking ceremony commemorating the arena. MAFW, the not-for-profit operating entity of Dickies Arena, and the City of Fort Worth hosted the event. Speakers at the ceremony included Ed Bass, chairman of the board of MAFW and the Fort Worth Stock Show & Rodeo, Fort Worth Mayor Betsy Price and Philip Williamson, chairman and CEO of Williamson-Dickie Mfg. Co.

The partnership includes branding on the exterior of the arena, at entrances and in the interior of the facility, among other opportunities like outfitting arena staff in Dickies performance workwear.

“We were established in Fort Worth in 1922 as a family-run company and grew to become the world’s leading performance workwear brand from right here in this city,” Williamson said. “Today you can find Dickies in more than 100 countries internationally, and yet we are committed to maintaining our headquarters in Fort Worth, just south of downtown. We’re proud that Dickies Arena will redefine what local entertainment means to our neighbors in Fort Worth.”

The new arena is the result of a pioneering public-private partnership between the City of Fort Worth, Tarrant County, the state of Texas and a group of private-sector participants, including foundations, individuals and organizations. The partnership was overwhelmingly approved by voters in November 2014.

“Dickies Arena is going to be a premier venue in the entertainment industry that will attract new and noteworthy shows and events to the area for all Fort Worth citizens to enjoy,” said Matt Homan, MAFW’s president and general manager. ‘We are excited to be partnering with a Fort Worth-based company that aligns with this vision.”

Major events already booked

Less than an hour after the naming rights announcement at Dickies Arena, news broke of major future events at the venue.

Dickies Arena was named as a host for the 2022 NCAA men’s basketball first and second rounds. Additionally, Fort Worth will be the host city for four years for NCAA women’s gymnastics championships, beginning in 2019. The event will be held at the Fort Worth Convention Center for the first year and will move to Fort Worth Arena in 2020 for the remaining years.

“This is another testament to the fantastic partnership that TCU has with the City of Fort Worth,” said Chris Del Conte, TCU director of intercollegiate athletics. “Now with the new Dickies Arena coming to fruition, Fort Worth is an incredibly attractive host site for many NCAA Championships, which will certainly benefit TCU student-athletes, coaches and fans.”

2022 marks the first time since 1970 that Fort Worth has hosted NCAA men’s basketball tournament games.

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