Naming rights to the arena were sold to the then "St. Petersburg Times", a daily newspaper which circulates throughout the Tampa Bay Area. Other entertainment events occasionally held in the Forum include concerts, NBA exhibition games, USF basketball and NCAA Men's and Women's Basketball Tournament games, Frozen Four games, tennis, professional wrestling, boxing, figure skating, and rodeos (as well as stand-alone bull riding events; the Forum has hosted an event by the PBR's premier tour, the Bud Light Cup Built Ford Tough Series in 2003, annually since 1998).