Rogers signs 3-year deal to continue on as TIFF’s top partner

The Toronto International Film Festival (TIFF) says Rogers Communications has signed a three-year deal to return as its official “presenting partner” through 2027.

Both parties say the partnership will see the telecommunications giant sponsor the annual festival, including the People’s Choice Award, and create a new original content series with TIFF’s in-house Studio 9 production team.

“We are excited to continue our partnership with Rogers through 2027, building on the terrific momentum we’ve created together,” said TIFF’s CEO, Cameron Bailey. “We share a vision of celebrating Canadian storytelling and commitment to excellence on a global stage, and we look forward to working together to create a truly remarkable 50th edition of our Festival in September.”

Last year, Rogers signed a one-year deal to become the presenting partner for the festival after TIFF parted ways with Bell as its longtime lead sponsor at the end of 2023.

“We are committed to supporting world-class film and cinema and bringing the best in entertainment to Canadians,” said Tony Staffieri, CEO of Rogers. “We look forward to celebrating TIFF’s 50th edition this year and continuing a successful multi-year partnership.”

TIFF and Rogers haven’t confirmed whether the partnership will extend to the arts organization’s year-round activities or naming rights for its Toronto headquarters.

Rogers says it will develop and produce a TV special on TIFF’s upcoming 50th edition, to be aired on Citytv.

TIFF will take place from Sept. 4 to Sept. 14.

The organization says it will plan programming and events celebrating its 50th anniversary throughout the year.

Rogers is the parent company of CityNews.

With files from Lucas Casaletto of CityNews