The Toronto International Film Festival (TIFF) has landed a new presenting sponsor for the annual festival in Rogers. TIFF announced the sponsorship from the telecommunications giant today, which comes one year after its former lead sponsor, Rogers rival Bell, walked away after a long time year-round deal. The news comes as many arts organizations struggle with corporate funding. TIFF recently received a $23 million commitment from the Federal government to support an industry market, which will launch in 2026. The Rogers sponsorship includes the presentation of TIFF’s People’s Choice Awards.
“Rogers and TIFF share more than deep roots in our home city – we share a commitment to building a rich legacy in Canadian culture and entertainment, which we’re thrilled to celebrate as we welcome Rogers as the first-ever Presenting Sponsor of this year’s Festival,” said Cameron Bailey, CEO, TIFF in a statement from the festival. “Rogers is involved in all aspects of the industry and their partnership amplifies our ability to celebrate a wider range of stories. With Rogers on board, we look forward to an impactful and unforgettable experience for festival attendees as we get closer to celebrating our 50th anniversary.”
“As Canada’s leading communications and entertainment company, we’re proud to partner with TIFF this year to showcase the best film and entertainment from Canada and around the world,” added Terrie Tweddle, Chief Brand and Communications Officer, Rogers. “TIFF is one of the best film festivals in the world and we’re proud to support it and connect more Canadians to the best content and best experiences.”
Rogers sponsors a number of events in the city and across Canada, including Toronto’s Hot Docs, of which it is currently still listed as a sponsor on the festival’s website. (Hot Docs has confirmed that Rogers is still a sponsor.) Rogers’ sponsorship of TIFF includes perks for customers of the telecommunications giant, including tickets via its Beyond the Seat program to connect Canadians with various sports and entertainment events.
TIFF will run the 49th edition of its festival from Sept. 5 to 15. Titles announced for the festival so far include Elton John: Never Too Late, Morgan Neville’s Pharrell film Piece by Piece, and the Ukrainian documentary Viktor.