After move to California, will Dickies’ name remain atop Fort Worth’s arena?
While the Dickies clothing brand is leaving Fort Worth, its name will stay firmly affixed atop the city’s premier sports and entertainment venue.
Dickies’ parent company, VF Corp., announced on Nov. 21 it would relocate the brand’s offices to Costa Mesa, California. The move comes as the Colorado-based company has struggled financially over the past five years with its stock price losing roughly 77% of its value. VF Corp. acquired Dickies in 2017 for $820 million.
Dickies Arena, by contrast, has been thriving, getting top honors in 2023 from Billboard Magazine for venues with a capacity of 10,001 to 15,000.
The move to California will have no impact on the naming rights of Dickies Arena, said Whitney Blake, a spokesperson for Trail Drive Management in an email to the Star-Telegram. Trail Drive is a nonprofit contracted with the city of Fort Worth to operate the arena.
“It is business as usual with our incredible partner Dickies as we continue to entertain guests with our various shows inside Dickies Arena,” Blake said.
Dickies was awarded the naming rights to the 14,000-seat arena in 2017. The terms of the deal were not disclosed at the time, and Blake did not respond to a question about how much longer the clothing brand’s name will remain on the building.
The company was a natural fit for the naming of the arena, owing to the company’s origins in Fort Worth and its history of sponsoring the Fort Worth Stock Show and Rodeo, former company CEO Philip Williamson told the Star-Telegram in 2017.
The arena brought in $70.4 million in revenue in 2023, and brought in $53.2 million in the first half of 2024, according to Billboard Magazine.
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