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Multipurpose Arena Fort Worth and Dickies announce naming rights deal

Posted April 19, 2017

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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Building Standards Commission - Pre-Meeting: 9 a.m. April 24, 2017; City Council Conference Room 290, 2nd Floor, City Hall, 200 Texas Street.
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Building Standards Commission - Meeting: 9:30 a.m. April 24, 2017; Council Chamber, 2nd Floor, City Hall, 200 Texas Street.
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Fort Worth Transportation Authority - Board of Directors : 3:30 p.m. April 24, 2017; Community Room, 2nd Floor, Intermodal Transportation Center (ITC), 1001 Jones Street.
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Crooked Lane Water & Wastewater Improvements Project Meeting: 6 p.m. April 24, 2017; Bill J. Elliott Elementary School, 2501 Cooks Lane.

East Rosedale (from Miller to Loop 820) Project Meeting: 6:30 p.m. April 24, 2017; TCC Opportunity Center, 5901 Fitzhugh Ave.

Como Area Water, Wastewater & Street Improvements Project Meeting: 6:30 p.m. April 24, 2017; Como Community Center, 4900 Horne St.

Step One: Starting A Business: 11 a.m. April 25, 2017; James E. Guinn Entrepreneurial Campus, Business Assistance Center, 1150 S. Freeway.

Community Action Partners Council: 12:30 p.m. April 25, 2017; Shamblee Branch Library, 1062 Evan Avenue.
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What's In Your Subcontract?: 1:30 p.m. April 25, 2017; DFW International Airport, Administrative Headquarters, 2400 Aviation Drive.

Canceled City Council Work Session: 3 p.m. April 25, 2017; City Council Conference Room 290, 2nd Floor, City Hall, 200 Texas Street.

Como Math & Science Night: 5:30 p.m. April 25, 2017; Como Community Center, 4900 Horne St.

Canceled City Council Meeting: 7 p.m. April 25, 2017; CIty Council Chamber, 2nd Floor, City Hall, 200 Texas Street.

Metropolitan Area EMS Authority D/B/A Medstar Mobile Healthcare: 10 a.m. April 26, 2017; Medstar Mobile Healthcare, 2900 Alta Mere Dr.
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City Plan Commission - Work Session : noon April 26, 2017; City Council Conference Room 290, 2nd Floor, City Hall, 200 Texas Street.
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City Plan Commission - Public Hearing: 1:30 p.m. April 26, 2017; City Council Chamber, 2nd Floor, City Hall, 200 Texas Street.
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Park and Recreation Advisory /board: 4 p.m. April 26, 2017; Rockwood Park Golf Course Ben Hogan Learning Center, 1851 Jacksboro Highway.
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Rolling & Walking Town Hall: 6 p.m. April 26, 2017; Buck Sansom Park, 3600 Sansom Park Drive.
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Bluebonnet Circle Infrastructure Improvements Meeting: 6:30 p.m. April 26, 2017; Trinity Episcopal Church, 3401 Bellaire Drive South.

Housing Channel Financial Literacy Class (Credit & Budgeting): 10 a.m. April 27, 2017; Southside Community Center, 959 E. Rosedale St.

Urban Design Commission Public Hearing: 10 a.m. April 27, 2017; City Council Conference Room 290, Second Floor City Hall, 200 Texas Street.
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Fort Worth Affordability Inc. Special Meeting: 4 p.m. April 27, 2017; Fort Worth Housing Solutions Administrative Office, Board Room, 1201 East 13th Street.
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Fort Worth Housing Solutions Special Meeting: 4 p.m. April 27, 2017; Fort Worth Housing Solutions Administrative Offices, Board Room, 1201 East 13th Street.
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Como Reading Night: 5:30 p.m. April 27, 2017; Como Community Center, 4900 Horne St.

Pedestrian and Bicycle Advisory Commission: 6 p.m. April 27, 2017; Tarrant Regional Water District, Conference Room, 800 East Northside Drive.
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City of Fort Worth Art Commission : 6:30 p.m. April 27, 2017; Tandy Lecture Hall, Fort Worth Central Library, 500 W 3rd Street.
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Kickback: 7 p.m. April 28, 2017; Handley Meadowbrook Community Center, 6201 Beaty.

Crud Cruiser Mobile Waste Collection: 9 a.m. April 29, 2017; Como Community Center, 4900 Horne St.

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