SaskTel ends nearly 30 years as title sponsor of the Saskatchewan Jazz Festival, leaving organizers seeking new funding for Saskatoon’s summer event.
SaskTel Ends Jazz Festival Sponsorship
The Saskatchewan Jazz Festival is facing a major transition after SaskTel announced it will no longer serve as the event’s title sponsor. The decision ends a partnership that began in 1998, leaving organizers searching for a new lead backer.
Festival Faces a Turning Point
Shannon Josdal, executive director of the Saskatchewan Jazz Festival, called the departure “the end of an era.” She confirmed the festival will return next summer but noted that changes to programming and format are likely as the organization adapts to reduced funding.
Financial Weight of the Loss
While details of the agreement remain private, Josdal confirmed the annual contribution was a six-figure sum below $200,000. That funding supported year-round staff and served as a financial cornerstone. The absence of guaranteed backing now puts the non-profit festival in a vulnerable position.
SaskTel’s Statement on the Shift
In a statement, SaskTel said the change allows it to broaden sponsorship opportunities with other organizations and events across Saskatchewan. The Crown corporation stressed the move was not a reflection on the quality of the Jazz Festival, which it continues to admire.
Broader Struggles in Arts Funding
Industry experts say the Jazz Festival is not alone. Em Ironstar, executive director of the Saskatchewan Arts Alliance, noted that live events nationwide face mounting costs, lower ticket sales, and post-pandemic financial pressures. Earlier this year, the Regina Folk Festival permanently closed after 55 years, citing unsustainable finances.
Cultural and Economic Impact
The Jazz Festival generates an estimated $8 million in economic spin-offs for Saskatoon, drawing thousands of visitors to local hotels, restaurants, and businesses. Josdal stressed the importance of securing new corporate sponsors to maintain that cultural and economic footprint.
Support for Rebranding
Losing SaskTel’s name also means replacing promotional materials and stage branding. In January, the City of Saskatoon awarded the festival a $72,574 cultural grant to cover 42 per cent of rebranding costs, helping organizers move forward under a new identity.
Looking Ahead
As the festival prepares for its next season, organizers are actively seeking new corporate partners to ensure its long-term sustainability. The end of SaskTel’s sponsorship closes a historic chapter, but the event remains determined to continue as a cornerstone of Saskatoon’s summer arts scene.
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