The City of Toronto has unveiled its “Taylor Swift Way” downtown street sign in honor of the global megapop star’s six highly anticipated shows at the Rogers Centre.

Mayor Olivia Chow and other city officials introduced the new sign outside the Rogers Center Monday morning.

In July, Toronto City Council approved renaming the route from Nathan Phillips Square to Rogers Center to “Taylor Swift Way” for its six Taylor Swift/The Eras Tour concerts on November 14, November 15, November 16, November 21, November 22 and November 23. Once the concert series is over, the signage will be donated to the Daily Bread Food Bank to be auctioned off.

For the entire month, route signs along John Street, Blue Jays Way, Front Street and Queen Street West will be changed to “Taylor Swift Way.” Rogers, the event organizer, is covering the costs of the signs and will match $113,000 – a nod to Swift’s lucky number, 13.

“It’s an honor for us to welcome Taylor Swift to Toronto for nearly a fortnight of music and magic. We hope that fans will be delighted by their walk down “Taylor Swift Way” and generously support the auction of these signs – each an Evermore memento that will help a great cause,” Mayor Chow said in a statement.

“Thank you to our partners at Rogers for generously matching these donations and helping us bring this initiative to life by funding these panels. »