The Toronto Film Festival has found a replacement lead sponsor for its 49th edition in September.
On Wednesday, Canadian phone giant Rogers was announced as the presenting sponsor of the 2024 edition and the concluding People’s Choice Awards.
Terms of the sponsorship deal were not disclosed, but Rogers replaces rival phone giant Bell, lead sponsor of TIFF since 1995 and which ended its $5 million per-year support for the Canadian festival after the 2023 edition. The loss of the Bell financial support prompted cost-cutting measures at the film festival, including job cuts.
Rogers steps in at TIFF as it attempts a comeback after two years of coronavirus pandemic disruption with slimmed-down digital editions in 2020 and 2021 and another tough year in 2023 with the impact of the ongoing Hollywood actors and writers strikes.
As the presenting sponsor, Rogers will look to exploit its financial ties to TIFF by giving its cable, phone and Internet subscribers access to VIP experiences of the film festival and its screenings.
“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. 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,” Terrie Tweddle, chief brand and communications officer at Toronto-based Rogers, said in a statement.
The Toronto Film Festival is set to run Sept. 5-15.