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The Ottawa Convention Centre has a newer, shorter name.

The award-winning convention centre was renamed the Shaw Centre on Thursday under a 10-year naming rights deal with Shaw Communications of Calgary.

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The centre said the deal will allow it boost its profile through Shaw’s strengths in Internet and other communications streams, according to a release.

Shaw, meanwhile, will gain “the opportunity to showcase its leading media brands, products, and services to guests from Canada and abroad.”

The sparkling convention centre on Colonel By Drive opened in April 2011 after a $170-million reconstruction, replacing the old Ottawa Congress Centre. The centre is owned by the provincial government.

The centre issued an expression of interest in finding a naming rights partner last summer, said Sylvie Carbonneau, the centre’s director of marketing and communications. Shortly thereafter, Shaw came forward with a plan and a proposal and the deal was signed last week.