Insurance and financial services brand Beneva has expanded its sponsorship with the Just For Laughs Group to become presenting sponsor of the Toronto festival, in addition to the event in Montreal, which the company has sponsored for two years.

Beneva was created by the merger of La Capitale and SSQ Insurance, which was announced in January 2020. Both companies are currently in the process of transitioning to the new identity, with La Capitale taking on the new name next year and SSQ in 2023. This sponsorship is helping the newly formed company to expand its reach and brand as a national insurance company.

As a presenting sponsor, Beneva will be carried in all aspects of the JFL campaign from traditional media such as print, TV, and radio, as well as digital and social media. Wherever the name of the event is seen, Beneva will be seen and also have on-site visibility in venues.

The Just For Laughs festival is scheduled to return to Toronto later this year and will be celebrating its 10th edition this fall. In 2019 (the last festival pre-pandemic), the festival’s economic impact of $3.8 million for the province of Ontario included $2.7 million in focused and influenced tourist admissible expenditures. In addition, 61% of tourists said that they came to Toronto just for the festival.

Just For Laughs is the creator of international multi-platform comedy content with festivals in Montréal – the biggest comedy event in the world – as well as in Toronto, Vancouver, Austin Texas, Sydney Australia, and London in the U.K. The Group stages its own comedy shows and musicals; produces touring shows; broadcasts digital and televised content (notably Just for Laughs Gags, which has more than 14 million YouTube subscribers and has compiled over one billion video views); manages talented artists, and is the originator of the ComedyPRO and JPR Pro industry conferences.