In December 2008, Hoke was hired as the 17th head football coach at San Diego State University. Hoke signed a five-year contract with a guaranteed payment of $3.525 million, plus incentives for hitting revenue marks and bowl berths. San Diego State was also required to pay $240,000 to buy out the remaining two years on Hoke's contract at Ball State. San Diego State compiled a 2–10 record the year before Hoke arrived. In 2009, Hoke led the Aztecs to a record of 4–8. During the 2010 season, Hoke's team improved to 9–4. Two of the Aztecs' losses in 2010 came in close matches against ranked opponents. The Aztecs gave the undefeated, No. 2 TCU team its closest game of the regular season, losing by a score of 40–35. Hoke's team also lost a close game against No. 12 Missouri by a score of 27–24. The team concluded its season with a convincing 35–14 win over Navy in the 2010 Poinsettia Bowl. Prior to the 2010 season, San Diego State had not won nine games in a season since 1977 when they went 10–1 finishing 16th in the API and had not played in a bowl game since the 1998 team lost in the Las Vegas Bowl. After the 2010 season, a reporter for the "Orange County Register" wrote that Hoke had given San Diego State "swagger."