Rogers swoops in to save TIFF after festival parted ways with Bell

Nearly a year after Bell Canada pulled out as the key sponsor of the Toronto International Film Festival (TIFF), competitor telecom giant Rogers has stepped in to take over the role.

TIFF made the monumental announcement Wednesday, saying in a release that its 49th iteration this fall — as well as its People's Choice Awards — will be presented by Rogers.

"Rogers and TIFF share more than deep roots in our home city — we share a commitment to building a rich legacy in Canadian culture and entertainment, which we're thrilled to celebrate as we welcome Rogers as the first-ever Presenting Sponsor of this year's Festival," the organization's CEO wrote.

"With Rogers on board, we look forward to an impactful and unforgettable experience for festival attendees."

The event will kick off with a VIP event at Yorkville's Four Seasons Hotel on September 3, with the fest running from September 5-15.

The new partnership also means exclusive TIFF perks for Rogers customers, including VIP screening experiences through Rogers Beyond the Seat.

Just last week, the team revealed the list of stars attending this year's celebrations, which include Amy Adams, Robbie Williams, Elton John and Bruce Springsteen.