The power of long-term partnerships

Celebrating legacy partnerships at TIFF 50

(Image courtesy: Arlyn McAdorey / THE CANADIAN PRESS)

“From shaping awards-season momentum to launching new cinematic voices onto the world stage, TIFF’s global cultural influence has always been amplified by partners who understand that storytelling drives connection. Together, we’re not just celebrating the power of storytelling, we’re shaping its future.” – Jennifer Frees, Chief Business and Marketing Officer, TIFF

For fifty years, the Toronto International Film Festival (TIFF) has evolved from the "festival of festivals" into a global cultural powerhouse. This journey has been fueled by a "partner-first" mindset, moving away from traditional sponsorship toward deep-rooted collaboration. TIFF’s resilience, innovation and global reputation have been enabled and strengthened by the unwavering support of long-standing partners, members and donors who share its values and vision for the future of storytelling.

Major organizations like Visa, RBC and Air France have been instrumental in this growth. Their sustained commitment has provided the vital infrastructure necessary for TIFF to scale responsibly, amplifying our international reach while solidifying our place at the centre of the cinematic world.

TIFF 50, a milestone anniversary, stands as the clearest testament yet to what is possible when culture and corporate citizenship move in lockstep. It is a celebration, not only of cinema’s past, but of the collaborative, imaginative and transformative future that TIFF and its partners are building together.

A milestone year: TIFF 50’s record-breaking impact

The 50th edition of the festival marked one of the strongest years in TIFF’s history, with significant growth across all key indicators.

Unprecedented public engagement

• More than 764,000 attendees
• Over 283,000 ticketed attendees
• Approximately 480,800 visitors to “festival street”

During the 50th edition, the festival saw a 25 per cent year-over-year (YoY) attendance spike, anchoring a record year where building traffic grew from 703,546 to 842,968 (up 6.2 per cent) and year-round programming attendance rose 17.8 per cent to 232,951. This level of engagement reinforces TIFF’s role as a central pillar of Canada’s cultural landscape.

Industry, talent and film achievements

TIFF 50 reaffirmed the festival’s status as a global launchpad for creativity:

• More than 9,000 film submissions
• 292 films, including 164 world premieres
• More than 700 special guests
• 1,206 public and industry screenings
• 110 red carpets, 2,000 accredited media, and 6,000 industry delegates
• 873 million online impressions (+70 per cent YoY)
• 65 million digital engagements (+37 per cent YoY)
• Global digital community to 2.6 million followers (+13.6 per cent YoY)
  

TIFF’s influence as a catalyst for talent discovery, global premieres and awards-season momentum remains unparalleled.

Transformation through partnership

TIFF’s evolution over five decades has been defined not only by cultural influence, but by sustained organizational growth enabled through long-term partnerships.

The organization enters its next chapter of strategic expansion, supported by enduring partnerships and forward-looking initiatives such as TIFF: The Market. This growth reflects strategic investment in talent development, global industry engagement, community access and cultural infrastructure. It also underscores the critical role of partners who have enabled TIFF to scale responsibly while remaining artist-driven, publicly accessible and globally relevant.

Driving the future of sponsorship marketing

As the Canadian marketing landscape continues to evolve, this journey underscores a broader industry truth: corporate sponsorship has shifted from a transactional marketing channel into a cornerstone of strategic brand growth. Today’s audiences look past traditional logo placement; they demand meaningful connection.

When corporate partners strategically align their investments with their values, from fostering equity-deserving communities, to driving real social impact, to supporting emerging talent, they unlock the true potential of partnership marketing. This deep alignment does more than just amplify reach; it inspires audiences, creates cultural relevance and builds an emotional connection that translates directly into long-term customer loyalty and brand advocacy.

Canadian sponsorship marketing is at its most potent when it operates at the intersection of emotion, authenticity and shared purpose.

The blueprint for enduring brand alignment

Building a partnership that scales meaningfully over decades requires a deliberate approach. For organizations looking to cultivate and maintain these transformative relationships, three core principles serve as a blueprint for success:

• Prioritize shared values: The most successful partnerships survive because both organizations share a foundational vision. Corporate citizenship must actively align with the property’s core mission to build authentic, trustworthy connections with the audience.
• Evolve your activation strategy: A decades-long relationship cannot rely on an outdated playbook. True longevity requires partners to co-create and innovate continuously, adapting their activation strategies to leverage new technologies, shifting consumer habits and emerging platforms.
• Focus on mutual brand equity: Sustainable sponsorships are never one-sided. They require a dual-growth mindset where the corporate partner drives real, measurable business objectives while simultaneously providing the vital infrastructure necessary for the property to grow.

TIFF could not have reached this point without the support of its long-standing partners. Each case study below illustrates how long-term collaboration has powered TIFF’s transformation and positioned the festival for its next era of leadership.

Visa: Advancing accessibility, innovation and audience experience

(Image courtesy: NICK WONS)

“For 50 years, TIFF has shaped Canada’s cultural landscape by championing bold storytelling and elevating creative voices from around the world. Visa is proud to stand alongside TIFF as its longest‑standing partner, united by a shared belief in the power of creativity to connect people and create unforgettable, inclusive experiences.” – Heather Nobes, Vice President of Marketing, Visa Canada

Visa has been a TIFF partner since 1997, marking nearly three decades of continuous collaboration. As TIFF’s longest-standing partner, Visa has played a defining role in enriching audience experiences, cultivating a culture of openness and innovation, and expanding access to the festival and TIFF’s year-round programming.

Elevating cardholder and audience experiences

• Visa Infinite cardholder lounges offer priority access, premium seating and elevated hospitality ahead of screenings.
• The Visa Infinite Studio enhanced the TIFF experience for cardholders offering a premium space to enjoy complimentary food, drink and entertainment in the heart of festival street, directly across from the Visa Screening Room. 
• Leveraged cinematic history during TIFF’s 50th edition by showcasing exclusive John Candy archival artifacts at the Visa Infinite Studio, enhancing the pre-opening night fan experience.

Improving access through ticketing and presales

• Expanded Visa presale windows increased accessibility to high-demand screenings.
• Exclusive cardholder benefits, including early access to curated TIFF packages and the TIFF Insider's presale.

Corporate hosting and client engagement

Visa deepened industry and client connections through private screenings, executive events, and dedicated business hospitality experiences.

Expanding community access to TIFF through “Visa Sharing the Screen”

TIFF and Visa are thrilled to continue providing community audiences with exclusive access to TIFF programming year-round and during the festival. Launched in 2022, the Visa Sharing the Screen program expands access to TIFF programming year-round and during the festival for equity-deserving communities. Programming includes film screenings, creator talks, special events and more. In addition, Visa provides 500 complimentary tickets to screenings during the festival each year, engaging 70 community partner groups. Past events include creator talks with Sanaa Lathan (ON THE COME UP) and Ally Pankiw, director of I USED TO BE FUNNY.

RBC: Championing the ideas of filmmakers and movie lovers

(Image courtesy: George Pimentel)

"Film festivals, like TIFF, allow creative ideas and compelling narratives to find their audience — and RBC is proud to help create that connection. Since our partnership began in 2008, we've supported over 5,800 films, celebrated the industry through over 80 events and provided in-theatre access to over 4 million film lovers. Whether it's a filmmaker debuting their first work or a fan discovering a story that provides a fresh perspective, we're here to support those moments through our sponsorship, including festival staples like RBC House and RBC Red Carpet Gallery that enrich experiences for talent, fans and clients.” – Shannon Cole, Chief Brand Officer, RBC

RBC became a proud sponsor of TIFF in 2008, recently marking 18 years of partnership with the festival. As one of TIFF’s most influential supporters, RBC is dedicated to elevating fan experiences, delivering premium hosting opportunities for RBC clients, and championing the filmmaker community. From the first spark of an idea to the big screen, RBC’s long-standing support of the arts and film continues to help bring compelling stories to new audiences.

RBC red carpet gallery: Elevating fan and RBC client access

• Avion Rewards members receive exclusive access to the RBC Red Carpet Gallery, staged along the Roy Thomson Hall red carpet, with a premium view of talent arrivals for all screenings at the venue.
• At the RBC Red Carpet Gallery, film fans enjoy interactive trivia, prizes, complimentary beverages and snacks, and up-close interactions with the festival’s stars.

Championing the filmmaker community

• Since 2018, RBC, through RBC Foundation, has invested $1.3 million in TIFF’s programming – supporting over 500 artists through initiatives like Share Her Journey, the RBC Emerging Creators Initiative for Women, and most recently, the RBC Screen Creators’ Initiative.
• The Dear Filmmakers series presented by RBC amplifies the voices and ideas of top storytellers across digital channels. The series has included interviews with Mike Flanagan, Atom Egoyan, Amar Wala, Jully Black, Iman Vellani and Guy Maddin.

Premium client hosting and industry events

• During the opening weekend of the festival, RBC House has become the premier destination for bringing together top film talent, cultural tastemakers, media and entertainment partners, and RBC clients.
• Throughout the festival, RBC hosts screenings, receptions and networking events for film-lovers, filmmakers and industry professionals.
• RBC is an official sponsor of the TIFF 50 Tribute Awards, TIFF’s largest annual fundraiser, which raises money for year-round programming and talent development while honouring world-class cinematic excellence.

Air France: Expanding TIFF’s global presence and celebrating cinematic legacy

(Image courtesy: Matt Tibbo / Air France)

"Air France is proud of its long-standing partnership with TIFF, a collaboration that reflects our commitment to cinema. As Presenting Partner of the Discovery Programme, we are dedicated to supporting bold new filmmakers and emerging talent. Our international reach and carefully selected in-flight entertainment also contribute to celebrating cinematic arts and fostering cultural connections. We are pleased to continue this collaboration as we look forward to marking in 2026 the 50th anniversary of our first commercial flight to the vibrant city that hosts TIFF: Toronto." – Jean-Eudes de La Bretèche, General Manager, Air France KLM Canada

Air France marked a decade of successful partnership with TIFF in 2025 (as the official airline of TIFF), strengthening international exchange, broadening TIFF’s global reach, and celebrating cinema’s global impact.

Presenting partner of the Discovery Programme

Air France elevated TIFF’s internationally renowned Discovery Programme by supporting:

• Bold new filmmakers including Alfonso Cuarón, Christopher Nolan, Barry Jenkins and Yorgos Lanthimos.
• Global storytelling through thought-provoking cinema with titles that include Bonjour Tristesse, Maddie’s Secret, Tautuktavuk (What We See), Beginning and Black Conflux.
• Early-career talent visibility on an international stage.

Presenting partner of the TIFF 50 marquee series: The TIFF story in 50 films

As presenting partner, Air France helped bring this flagship retrospective to life, showcasing: films that shaped TIFF’s artistic evolution, five decades of cinematic influence, and a cultural narrative connecting TIFF’s past to its future.

Extending TIFF’s global footprint

Air France offers support for travel and international talent attendance, worldwide amplification through Air France’s media channels, and audience engagement initiatives celebrating global culture through its meticulously curated inflight entertainment program.

A shared vision for the future

TIFF’s 50th anniversary represents more than a celebration of the past; it marks the threshold of a new era. The next half-century will demand boldness, adaptability and imagination. The film industry is undergoing rapid transformation: new technologies, evolving distribution models, emerging global talent, and shifting audience expectations are reshaping the cultural landscape. TIFF is poised not merely to respond to these changes, but to lead them.

Long-term partners will be essential to this transformation. Visa, RBC, Air France along with TIFF’s dedicated ecosystem of supporters, will continue to shape a festival that is more accessible, more international, more inclusive, and more deeply connected to creators and audiences worldwide.

Together, TIFF and its partners will:

• Champion the next generation of storytellers, across film, television and emerging media.
• Expand global reach by strengthening international programming and talent mobility while driving the future of the film industry via the launch of TIFF: The Market.
• Enhance community participation, ensuring TIFF remains “The People’s Festival.”
• Preserve and elevate the theatrical experience, reinforcing the cultural impact of the big screen.
• Innovate year-round, building new platforms for cultural engagement—in Toronto and globally.
  

As TIFF looks ahead to its next fifty years, it does so with the confidence that comes from shared purpose and shared investment. The festival’s legacy has always been defined by those who believe in the power of storytelling and its future will be no different.

TIFF’s first fifty years were extraordinary. The next fifty will define what a global cultural institution can be: more ambitious, more accessible, more connected and more transformative.

Authored by:

Rob Kraszewski, Head of Business Development & Partnerships, TIFF

Rahul Nanda, Manager, Corporate Partnerships, TIFF