When the Vancouver Canucks hit the ice at the start of their 40th anniversary season, they won't be doing it at General Motors Place.

A new 10-year naming rights deal with Rogers Communications was announced Tuesday afternoon. Officials will not say how much money the deal is worth.

The Canucks home will become Rogers Arena once the naming rights partnership between General Motors of Canada and Canucks Sports and Entertainment expires.

"General Motors has been an integral part of our business for many years," said Victor de Bonis, Chief Operating Officer, Canucks Sports & Entertainment.

The partnership will focus more on in-arena activities through advertising and promotional interaction with fans and GM products.

"We are excited about our continuing sponsor partnership that will align with General Motors' new business priorities," said Bonis.

The Canucks for Kids Fund Telethon will also continue to be sponsored by GM.

GM previously held the naming right of the Canucks home barn since 1995 when it opened and since has enjoyed some historical sporting events, including the gold medal game at the Vancouver 2010 Olympic Games.

However, the arena was temporarily renamed Canada Hockey Place for the Winter Games due to Olympic regulations on corporate branding.

"Our home arena has hosted some of the biggest events in the history of our country and we are fortunate that General Motors has been a loyal partner for so long," said Bonis.

GM Place, nicked named "The Garage," replaced Pacific Coliseum as the home of the Canucks in 1995. It was also the home of the Vancouver Grizzles NBA basketball team before the team was relocated to Memphis in 2001.

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In 1998, GM Place hosted the NHL All-Star game.

Even the Queen of England, Elizabeth II, made an appearance, when she dropped the ceremonial puck during a Canucks exhibition game against the San Jose Sharks on October 6, 2002.

The Canucks will embark on a new era of team history in their 40th season at the newly named Rogers Arena when the puck drops on the team's 2010-11 NHL season on Saturday, October 9, 2010 against the Los Angeles Kings.

CTVglobemedia's Team 1040 remains the exclusive radio home of all Canucks games.