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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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Tarrant County Adult Education & Literacy: 9:30 a.m. Oct. 19, 2017; Large Conference Room, Workforce Development Board Offices, 1320 S. University Drive, Suite 600.
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Community Action Partners Council: 1:30 p.m. Oct. 19, 2017; First Floor Board Room, Fort Worth City Credit Union, 2309 Montgomery Street.
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Fort Worth Housing Solutions: 5 p.m. Oct. 19, 2017; FWHS Administrative Office Board Room, 1201 East 13th Street.
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Trinity River Public Facility Corporation: 5 p.m. Oct. 19, 2017; Fort Worth Housing Solutions, 1201 East 12th Street.
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Lights On After School: 5 p.m. Oct. 19, 2017; Greenbriar Community Center, 5200 Hemphill St.

Artist Talk: Kipp Kobayashi: 5:30 p.m. Oct. 19, 2017; Art7 Gallery, 2831 West 7th St.

Pedestrian and Bicycle Advisory Commission: 6 p.m. Oct. 19, 2017; Conference Room, Tarrant Regional Water District, 800 E. Northside Drive.
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Composting Water-Saving Seminar: 6 p.m. Oct. 19, 2017; Fort Worth Botanic Garden, Iris Room, 3220 Botanic Garden Blvd.
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Stormwater Master Plan Stakeholder Meeting: 6 p.m. Oct. 19, 2017; Hazel Harvey Peace Center for Neighborhoods, 818 Missouri Ave.

Human Relations Commission 50th Anniversary Celebration: 8 a.m. Oct. 20, 2017; A.D. Marshall Public Safety and Courts Building, 1000 Throckmorton St.

Public Art Dedication at Meacham International Airport: 10 a.m. Oct. 20, 2017; Meacham International Airport Administration Building, 201 American Concourse (Off N. Main Street).

Minority and Women Business Enterprise Advisory Committee Meeting: 11:30 a.m. Oct. 20, 2017; James E. Guinn Building, First floor, PharmaFab Conference Room No 116, 1150 South Freeway.
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Fall Festival: 7 p.m. Oct. 20, 2017; Fire Station Community Center, 1601 Lipscomb St.

Crud Cruiser Mobile Waste Collection: 9 a.m. Oct. 21, 2017; Gateway Church, 4205 Basswood Blvd .

Code Rangers: 9 a.m. Oct. 21, 2017; Hazel Harvey Peace Center for Neighborhoods, 818 Missouri Ave, Fort Worth, TX 76104.

Homeless Event: Mile in My Shoes: 11 a.m. Oct. 21, 2017; Southside Community Center, 959 E. Rosedale St.

Worth Heights Oktoberfest: 6 p.m. Oct. 21, 2017; Worth Heights Community Center, 3551 New York Ave.

Building Standards Commission Pre-Meeting: 9 a.m. Oct. 23, 2017; City Council Conference Room 290, City Hall, 200 Texas Street.
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Building Standard Commission Meeting: 9:30 a.m. Oct. 23, 2017; Council Chamber, City Hall, 200 Texas Street.
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Fort Worth Transportation Authority Commuter Rail Committee Working Session: 3:30 p.m. Oct. 23, 2017; 2nd Floor Community Room, Intermodal Transportation Center, 1001 Jones Street.
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Fort Worth Transportation Authority Planning, Operations & Marketing Committee Working Session: 4 p.m. Oct. 23, 2017; 2nd Floor Community Room, Intermodal Transportation Authority, 1001 Jones Street.
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Fort Worth Transportation Authority Finance & Audit Committee Working Session: 4:30 p.m. Oct. 23, 2017; 2nd Floor Community Room, Intermodal Transportation Authority, 1001 Jones Street.
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2018 Bond Election Public Meeting City Wide: 6:30 p.m. Oct. 23, 2017; Botanic Garden Lecture Hall, 3220 Botanic Garden Boulevard.

Las Vegas Trail Revitalization Project Meeting: 8:30 a.m. Oct. 24, 2017; Birchman Baptist Church, 9100 N. Normandale St.

Senior Spooky Social: 10 a.m. Oct. 24, 2017; Hillside Community Center, 1201 E. Maddox Ave.

Fort Worth City Council and Appointed Officials Conversation About Race and Culture: 10 a.m. Oct. 24, 2017; Oak Hall, Deborah Beggs Moncrief Garden Center, 3220 Botanic Garden Boulevard.
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Audit Committee: 1 p.m. Oct. 24, 2017; City Council Conference Room 290, Second Floor, City Hall, 200 Texas Street.

Fort Worth Housing Finance Corporation: 2 p.m. Oct. 24, 2017; City Council Conference Room 290, Second Floor, City Hall, 200 Texas Street.

City Council Work Session: 3 p.m. Oct. 24, 2017; City Council Conference Room 290, Second Floor, City Hall, 200 Texas Street.

City Council Meeting: 7 p.m. Oct. 24, 2017; City Council Chambers, Second Floor, City Hall, 200 Texas Street.

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