Fort Worth's Dickies Arena, a 14,000-seat venue that opened in 2019, is facing a change in its naming rights after Bluestar Alliance, the current owner of the Dickies brand, decided it no longer wants to be associated with the venue.

According to a podcast appearance by the arena's president, Bluestar Alliance, Dickies' parent company, does not want to be involved with the arena anymore.

The $30 million naming rights at risk

The arena remains operational and is already seeking a new naming partner, with the president stating that the arena will look for a new naming partner 'in the coming months' that works for both the arena and the new company.

Trail Drive Management Corp., the arena's operator, has demanded overdue payments from both Bluestar Alliance and the former owner, VF Corporation .

Bluestar Alliance's sudden change of heart

Bluestar Alliance acquired the Dickies brand in 2025, and the partnership was initially announced in 2017.

The arena's president, Homan , stated that Bluestar Alliance no longer wants to be a part of the arena's naming rights, citing a desire to distance itself from the venue.

Trail Drive Management Corp. sent a demand letter to Bluestar Alliance and VF Corporation in April, requesting late payments over the arena's naming rights.

Impact on Fort Worth's entertainment scene

The arena remains operaitonal, with event bookings and financial health unaffected by the naming rights dispute.

Interest from sponsors, entertainers, presenters, and patrons has never been stronger, according to the arena's management.

Williamson family's legacy in Fort Worth

The Williamson family , who sold Williamson-Dickie to VF Corporation in 2017, holds the deep respect and gratitude of all at Dickies Arena and the Fort Worth community at large.

Their immeasurable impact on the city spans over a century and touches nearly every dimension of civic and community life.