Citytv has unveiled the major sponsors of the third season of Canada’s Got Talent, as well as how the brands are being integrated into the show this year.

CIBC is back as exclusive banking sponsor with a new feature, the CIBC-branded Side Stage, a space where the audience learns about contestant ambitions and the mentors that helped them reach their dreams. CIBC will have sponsorship media in every episode as well as digital content on social media that includes more coverage of the Golden Buzzer recipients. The financial services brand is also the Grand Prize sponsor, providing the winner $150,000 and financial advice.

“At CIBC, our purpose is to help make your ambition a reality and partnering with Canada’s Got Talent demonstrates our purpose in action,” says Esther Benzie, VP of brand and advertising for CIBC. “We are thrilled that our support is helping talented Canadians achieve their dreams.”

Tim Hortons is also returning as a sponsor and will be highlighting new product offerings with in-show integrations. Tims will have sponsorship media in each episode and branded cup placement on the judges’ table.

Rogers Communications is a new sponsor this season. In addition to sponsorship media in every show, Rogers will be highlighted with branded camera angles during key moments in the show, branded alignment with the best moments of the season and will have branded weekly recap segments on Breakfast Television every Wednesday with CGT’s host, Lindsay Ell.

The judges for season three are Howie Mandel, Lilly Singh, Kardinal Offishall and Trish Stratus, with Lindsay Ell hosting. It debuts on Citytv on March 21. Last year’s season premiere drew 858,000 million viewers, with the finale bringing in 884,000.