Audi has announced a three-year partnership with the Toronto International Film Festival (TIFF) as a major sponsor and the official automotive supplier of the event.

In addition to sponsorship activations during the festival in September, the brand will work with the organization’s year-round programming at the TIFF Bell Lightbox.

“Audi is a world leader in the design, production and development of luxury automobiles. Our company has long supported the world of arts and cinema. Our announcement today underscores this affiliation and allows us to showcase our passion for design during what has become one of this country’s most important cultural festivals,” said Wolfgang Hoffmann, president, Audi Canada, in a release.

The deal with Audi is the third major sponsorship announcement for TIFF this year. Earlier in the year Grolsch signed on as the official beer of the festival and L’Oreal Canada revealed plans for an expanded sponsorship deal in March.