TIFF, Rogers extend sponsorship agreement with multi-year deal

The deal makes Rogers the Toronto International Film Festival's presenting partner through 2027.

The Toronto International Film Festival (TIFF) has signed a deal with Rogers, making the telecommunications and media company the official presenting partner for TIFF and TIFF’s People’s Choice Award through 2027.

Announced Tuesday (Jan. 21), the deal comes after Rogers stepped in as the festival’s presenting partner for the 2024 edition following Bell and TIFF ending their nearly three-decade partnership at the end of 2023.

The upcoming 50th edition of TIFF, presented by Rogers, will run from Sept. 4 to 14.

TIFF and Rogers will create an original content series in partnership with TIFF’s in-house Studio 9 production team. Rogers will also develop and produce a TV special to air on Citytv for the 50th edition. Rogers customers will have access to VIP red carpet experiences through Rogers’ sports and entertainment-focused program Rogers Beyond the Seat.

“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,” said TIFF CEO Cameron Bailey in a statement.

“We are committed to supporting world-class film and cinema and bringing the best entertainment to Canadians,” added Rogers CEO Tony Staffieri.

The deal marks another step for Rogers expanding its presence in the sports and entertainment industry. In September 2024, Rogers signed an agreement with BCE to buy out its 37.5% Maple Leafs Sports & Entertainment ownership stake for $4.7 billion. Earlier in June, Rogers announced that it had secured a multi-year licensing deal with NBCUniversal and Warner Bros. Discovery.

Image courtesy of TIFF; Photo by Connie Tsang