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The doors opened in September 1995, and it has always been known as General Motors Place.

But this autumn when the beloved Canucks begin their 2010-11 NHL season, B.C. hockey fans will have a new name to get accustomed to. The Canucks announced Tuesday that their arena will no longer be known as GM Place, and that a new handle will be unveiled at a 2 p.m. PT press conference.

The Canucks and General Motors announced a new partnership on Tuesday, and the automaker will continue to have a presence inside the 18,000-seat facility.

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"Since 1994, we have enjoyed a strong relationship with Canucks Sports & Entertainment, which has been mutually beneficial in numerous ways," Marc Comeau, vice-president of sales, service and marketing, General Motors of Canada Limited, said in a statement.

"We are very pleased to have established a new arrangement that builds on this valued partnership while aligning with our objective to engage in promotional approaches that more directly demonstrate our great new products, technologies and services to the incredibly loyal fan base that this arena and team attracts."

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