Multipurpose Arena Fort Worth and Dickies® Announce Naming Rights Deal for New Fort Worth Arena
World’s leading performance workwear brand acquires naming rights of new multipurpose venue
FORT WORTH, TEXAS (April 18, 2017) – Multipurpose Arena Fort Worth (MAFW) and Dickies® today announced a naming rights partnership establishing Dickies Arena as the name of Fort Worth’s new 14,000 seat arena, located adjacent to the Will Rogers Memorial Center and set to open in Nov. 2019.
The surprise partnership was announced at today’s “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, and speakers at the ceremony included Ed Bass, chairman of 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,” said Williamson. “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.”
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 $450 million project will complement the current Will Rogers Memorial Coliseum, which will continue to serve as a major equestrian show arena.
Dickies Arena will be a 14,000 seat, spectacular multipurpose venue located adjacent to the Will Rogers Memorial Center campus in Fort Worth, Texas. The facility 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 arena will be owned by the City of Fort Worth and managed by the not-for-profit operating entity, Multipurpose Arena Fort Worth (MAFW). The state-of-the-art arena, scheduled to open in November 2019, will host concerts, sporting events and family entertainment, and will be the new home to Fort Worth Stock Show Rodeo performances. For more information, visit www.DickiesArena.com.
About The Dickies® Brand
Dickies®, the world’s leading performance workwear brand, has provided workers with durable, functional and comfortable workwear since 1922, pioneering such iconic styles as the 874® work pant. As the flagship brand of Williamson-Dickie Mfg. Co., the Dickies brand portfolio continues to evolve and today includes modern apparel, footwear and accessories for men, women and kids. The brand’s range of products are available in more than 100 countries, allowing individuals around the world to experience the performance of Dickies. For more information, visit www.dickies.com or follow the brand on Facebook, Instagram and Twitter
About Williamson-Dickie Mfg. Co.
Williamson-Dickie Mfg. Co. is the world’s leading provider of professional grade performance workwear - designing, manufacturing and delivering innovative work apparel for generations. Based in Fort Worth, Texas, the company’s collection of brands offers superior quality products at an unmatched value across an assortment of apparel, footwear and accessories in more than 100 countries, spanning six continents. Williamson-Dickie employs over 7,000 individuals worldwide and its products are sold through a network of owned retail stores, franchisees, volume retailers, department stores, independent stores and online sites under the Dickies®, Workrite®, Kodiak®, Terra®, Walls®, Big Smith®, 10X®, Liberty® and Duxbak® brands. For more information, visit www.williamsondickie.com.