Rogers has signed a 3-year deal with the Toronto International Film Festival to become the official sponsor of the cinematic celebration. The tech giant says its return to being the official brand behind the flick fest will be accompanied by "an original content series," whatever that means, and a TV special scheduled to air on City TV. 

The deal comes at a high profile time for the already high profile TIFF - this coming year marks its 50th anniversary. 

Rogers and TIFF Sign Multi-Year Deal