SaskTel Steps Back as Title Sponsor of Saskatchewan Jazz Festival

For the first time in nearly three decades, SaskTel has withdrawn as the title sponsor of the Saskatchewan Jazz Festival. The Crown corporation, which has held naming rights since 1998, had contributed $150,000 annually to support the event. This change leaves festival organizers seeking a new title sponsor while also exploring fresh branding opportunities.

Shannon Josdal, the executive director of the festival, acknowledged the situation as challenging. “It puts us in a tricky situation, and it’s a vulnerable situation,” Josdal stated. She highlighted that the Saskatchewan Jazz Festival is now among the ten jazz festivals in Canada to lose its title sponsor in the past two years. “This is something that’s been endemic to the industry,” she added.

Despite the end of their long-standing partnership, Josdal emphasized there is no animosity between the festival and SaskTel. The company has provided consistent support over the years, and its decision to step back is not a reflection on the festival’s quality. In an email to CTV News, SaskTel reiterated its commitment to the festival, albeit in a reduced capacity.

“This change is in no way a reflection of the quality or impact of the Saskatchewan Jazz Festival, which we continue to respect and admire,” the statement from SaskTel read. The company expressed its intention to foster new sponsorship agreements with various organizations and consider supporting additional events and causes throughout Saskatchewan.

As the festival navigates this transition, it faces the challenge of maintaining its reputation and securing new funding to continue its legacy. The Saskatchewan Jazz Festival, well-regarded for its diverse musical offerings, began in 1987 and has been a vital part of the province’s cultural landscape.

With the landscape of arts sponsorship evolving, many festivals are grappling with similar challenges, making the search for a new title sponsor even more pressing. This situation underscores the changing dynamics in the arts and entertainment sectors, where securing funding has become increasingly competitive.

Organizers remain optimistic and are committed to finding a solution that maintains the festival’s vibrancy and community engagement. The upcoming festival, set to take place in June 2024, will be crucial for showcasing the resilience of the event and its commitment to the arts in Saskatchewan.