In some cases, a venue may be required to suspend its naming rights for the duration of the event if the venue is named for a concern that is not an official sponsor, during which it is referred to under a generic name by all event-related materials and telecasts, and all signage referring to the sponsored name may be obscured or removed. For example, 2010 Winter Olympics hockey venue General Motors Place (since renamed to Rogers Arena) was renamed "Canada Hockey Place" for the duration of the Games.