First, it was the Ice Palace - a homage to its main tenant, the Tampa Bay Lightning hockey team.
Then, the then-St. Petersburg Times shelled out $30 million in 2002 for a 12-year deal to rename the palace the St. Pete Times Forum. That name shifted to the Tampa Bay Times Forum when the newspaper rebranded itself.
Now, it's the Amalie Arena.
In 2011, after Lightning owner Jeff Vinik purchased the Lightning, the naming rights deal was extended to 2018. Vinik announced today the Times is becoming the "exclusive print sponsor" of the 19,204-seat arena.