TD music sponsorship is to extend to support for La Voix.

Toronto Dominion will be among the main sponsors when season 7 of La Voix debuts on 10 February.

Year after year, the Quebec version of singing competition The Voice is the most watched show in the province. Moreover, the Quebec version enjoys the highest market share of the entire franchise worldwide.

“Music reminds us that we are all connected through common interests and ideas,” says Sylvie Demers, President, Quebec Market,TD.

“Each week, more than 2 million music fans tune in to La Voix. In doing so, it helps grow and promote home-grown talent. That is why we are proud to be associated with this flagship programme in Quebec’s cultural landscape,” adds Demers.

Marc Dupré, Lara Fabian, Éric Lapointe and Alex Nevsky will be in the judging chairs.

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“Quebecor is pleased that TD is partnering with La Voix. With its phenomenal ratings, this flagship program is the perfect vehicle to connect with Quebeckers. People here have a profound attachment to the show, year in and year out”, says Donald Lizotte, Quebecor’s Executive Vice President, Advertising Network.

TD music sponsorship: at heart of bank’s marketing since 2003

Music is an integral part of TD’s sponsorship strategy. In addition to La Voix, TD music sponsorship extends to more than 90 music festivals and 100 community music programmes across Canada.

According to TD, it has brought 2.5 million festival goers across Canada together. TD donates C$1.7m to The MusiCounts TD Community Music Program, providing underserved youth access to musical instruments and equipment.

Other TD music sponsorship includes NYO Canada, the country’s pre-eminent training orchestra for musicians aged 16 to 28.

High profile event sponsorships include the annual Festival International de Jazz de Montréal presented by TD.

TD also sponsors the JUNOs. It participates throughout JUNO Week as a Premier sponsor. This includes sponsorship of the JUNO Fan Choice Award, the only fan voted award.