Ford Canada has signed on as the presenting sponsor of this season of Friday Night Live, a weekly music, food and cultural event at the Royal Ontario Museum in Toronto.

Jack Palazzolo, VP of marketing at Ford Canada, tells MiC that the audience of 19-to-35 year-old urban professionals that attend the event each week are a desirable group for the car co to connect with, especially for its younger skewing Ford Fiesta.

Ford will activate in a different way for each of the nine themed Friday night parties. Last week’s launch event was tied to the museum’s 100th birthday, and Ford activated with a step and repeat wall and indoor lounge. Upcoming themes for the event include Photo Flash on May 9th and May Two Four Cottage at the ROM on May 16th.

Todd Hogan, senior director, corporate relations at Royal Ontario Museum, says up to 4,000 people go through the building during a Friday Night Live event, which also features Peroni as a beer sponsor and CIBC as the centennial partner for the museum’s anniversary. He adds the weekly event, which is now in its fifth season aligns with the museum’s new tagline of being “alive, surprising and community building.”