In August 2002, the building’s naming rights were sold to the St. Petersburg Times, which became the Tampa Bay Times in January 2012; accordingly, the arena was known as the St. Pete Times Forum and later the Tampa Bay Times Forum. In September 2014, the arena was renamed Amalie Arena when the naming rights were transferred to Amalie Oil Company.
In 2012, the Tampa Bay Times Forum installed a video display board billed as the largest of its kind in North America. Its two larger faces measure 28 × 50 feet (8.5 × 15.2 m), while its two smaller faces are 28 × 20 feet (8.5 × 6.1 m).