TORONTO — The Toronto International Film Festival says it has signed up Rogers Communications as its new “presenting sponsor,” but only for the film festival itself and only for a single year.

The agreement with the telecommunications giant spans TIFF’s annual 11-day event but does not cross over to its year-round activities, or naming rights for its Toronto headquarters, unlike the arts organization’s previous long-standing top partnership with Bell.

Festival has been hit by COVID-19 restrictions, Hollywood strikes and most recently the loss of long-time lead sponsor Bell.{ai:summary}<p>The Toronto International Film Festival lured Rogers Communications to take the spotlight as the new presenting sponsor for just one year. This deal covers the festival's 11-day run but leaves out year-round ventures and the branding of its home base. </p><p>A far cry from the old days with Bell, it hints at a city where loyalties fade quick as shadows. #culture</p>

Rogers joins TIFF as lead sponsor of film festival, but not year-round events

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