Why McDonald’s, Microsoft, and TikTok are Sponsoring Tribeca X for the First Time

This year, marketers like Gap and Dick’s Sporting Goods have stepped up their efforts to create original content on par with professional TV shows and movies. 

This move to brand-backed filmmaking will be on display at Tribeca X, the two-day marketing-focused event within the Tribeca Festival this year. This year’s event, from June 8 to 9, marks the 10th year of Tribeca X programming.

The number of brands sponsoring the Tribeca X programming track has increased 13% year over year, while revenue from sponsorships increased 23%, according to festival organizers. New brand sponsors this year include McDonald’s, Lavazza, Microsoft, TikTok, and AWS.