The 22 ceremonial street signs lined Nathan Phillips Square to the Rogers Centre throughout November to celebrate The Eras Tour shows in Toronto. Photo courtesy Rogers
As spring approaches, a notable winter story remains: the auction of the Taylor Swift Toronto street signs, which raised $216,842.96 for the Daily Bread Food Bank. Though this event took place in December 2024, it still warrants attention. During her penultimate stop on the Eras Tour in Toronto, Swift’s visit boosted the city’s economy. Anticipating the impact, the City partnered with Rogers (the presenting sponsor in Canada) to create temporary street signs, renaming certain streets to honour Swift and her music, which were then auctioned after her tour.
This total included $103,842.96 from bidders and $113,000 matched by Rogers. The company had pledged to match funds raised to that amount, amplifying the campaign’s impact. “As presenting sponsor of Taylor Swift | The Eras Tour in Canada, Rogers is proud to partner with the City of Toronto and Daily Bread Food Bank to help raise funds for the critical mission of the food bank,” said Jana Masiewich, head of partnerships at Rogers, in a press release in December 2024. “We know every dollar matters, so we’ve rounded up the donation to contribute $113,000—Taylor’s favourite number.”
Masiewich joined Deputy Mayor Jennifer McKelvie of the City of Toronto and Neil Hetherington, CEO of Daily Bread Food Bank, at the food bank’s facility earlier this winter for the cheque presentation.
The 22 ceremonial street signs lined Nathan Phillips Square to the Rogers Centre throughout November to celebrate The Eras Tour shows in Toronto. The auction contributed greatly to the fight against food insecurity in the city.
