The CF Toronto Eaton Centre has become known for extravagant Christmas decor and its festive tree lighting ceremony.

This year, for the first time, it’s signed a sponsor as part of its tree lighting ceremony on Nov. 15, partnering with Starbucks Canada as the official presenting sponsor.

Although the ceremony will take place later this week, Starbucks and Cadillac Fairview have already begun promoting the ceremony with a co-branded digital OOH and social campaign. It’s the first campaign for Starbucks Canada under its new media agency, Spark Foundry, which won business for the QSR in October.

As part of the ceremony, Starbucks will provide brand ambassadors and sponsored giveaways to guests. Starbucks will also share a social media filter that will be unlocked at the event, as part of an effort to encourage attendees to post photos from the ceremony. For the first time, the tree’s visuals will also be enhanced by LED lighting technology.

CF’s tree lighting events, which include other properties in the GTA, gathered more than 31.3 million media impressions and 3 million social impressions, according to Spark Foundry. The Eaton Centre activation was the largest, attracting more than 30,000 attendees.

Thousands attended last year’s ceremony, which included appearances by singer Ruth B. and Toronto choral group Choir Choir Choir. CF has confirmed that another celebrity guest will serve as this year’s host, however the host’s identity will remain a surprise.