The Globe and Mail reports in its Wednesday edition that after parting ways with long-time lead sponsor Bell at the end of last year, the Toronto International Film Festival announced Wednesday that rival telco Rogers is coming onboard as the "presenting sponsor" for its 49th annual festival, including the TIFF People's Choice Awards. The Globe's Barry Hertz writes that the inaugural partnership arrangement will support this year's festival, which runs Sept. 5 through Sept. 15, but will not cover year-round activities inside the not-for-profit arts organization. "This is a big vote of confidence in what we've been doing at TIFF for the festival specifically for almost 50 years," TIFF chief executive officer Cameron Bailey told The Globe. Bell contributed about $5-million each year to TIFF, making the company by far the largest single sponsor in TIFF's portfolio of corporate partners. Financial details of the Rogers sponsorship were not made available. The new arrangement arrives as TIFF prepares to launch a comeback edition of its annual fall extravaganza, one of the largest publicly attended film festivals in the world. TIFF struggled last year because of the timing of the dual strikes by writers and actors.