Rogers has become the top sponsor of TIFF 2024 after Bell parted ways

Toronto International Film Festival revealed Rogers Communications to be the “presenting sponsor” of its 49th festival this fall, after Bell vacated the seat following three decades of partnership last year.
Unlike its previous top sponsor, Rogers’ deal will only cover this fall’s event, not TIFF’s year-round activities — nor would it include naming rights at its headquarters.
A spokesperson for Rogers declined to share further details about its financial contributions — Bell previously donated about $5 million annually, before stepping away from its 28-year-long partnership at the end of last year.
This year’s festival will run from Sept. 5 to 15, TIFF announced in a press release Wednesday. Rogers is also sponsoring the TIFF People’s Choice Awards.
In a statement shared with the Star, Judy Lung, TIFF’s vice president of strategy, communications and stakeholder relations said: “We are delighted to welcome Rogers as presenting sponsor and look forward to a creative and collaborative partnership.
“Rogers joins a growing array of TIFF sponsors and supporters in welcoming the world’s largest public audience of local and international film lovers to what promises to be a memorable and thrilling festival.”
TIFF’s other major sponsors include Royal Bank and Visa. In 2022, sponsors contributed around $13.4 million to the festival — about 28 per cent of its total revenues that year.
In return, TIFF draws some 700,000 visitors to Toronto every year, generating as much as $150 million a year locally and solidifying itself as a major economic driver in Toronto.
The festival has run into choppy waters of late, weathering dual writers and actors strikes on the back of a pandemic. With the loss of Bell as well, the non-profit conducted a “strategic review” of its business model at the end of last year, laying off 12 full-time staff members.
“We’re proud to partner with TIFF this year to showcase the best film and entertainment from Canada and around the world,” Rogers’ chief brand and communications officer Terrie Tweddle said. “TIFF is one of the best film festivals in the world and we’re proud to support it.”
To kick off their partnership, a VIP event celebrating TIFF’s origins in Yorkville will be held at the Four Seasons Hotel Toronto on September 3.
Rogers customers will also gain special access to “VIP experiences of festival screenings and other exclusive experiences” as part of its “Beyond the Seat” program.
The 11-day festival will feature exclusive screenings of Canadian and international cinema, special events and talks with film industry titans, a five-day industry conference and more.
With files from The Canadian Press