3 February 2026
Launched in 2023, the collaboration continues with renewed passion, spotlighting Rio Tinto employees, communities and low carbon, 100% recyclable aluminium made in Québec
MONTRÉAL, QUÉBEC - Rio Tinto today launched "Forged here," a new campaign marking the next chapter of its partnership with the Montréal Canadiens. The campaign celebrates employees who produce Québec-made aluminium, community partnerships and the pride Canadians feel when local expertise shows up on the biggest stages - like hockey nights at the Bell Centre.
Now at the midpoint of the current five-year partnership, Rio Tinto and the Canadiens are reaffirming their shared commitment to creating meaningful impact; inside the arena and in the communities that help power the fan experience.
A central symbol of that impact is already in fans' hands: Rio Tinto's 100% recyclable cups-made from local, low carbon aluminium-and featured as part of the Canadiens' The Goal is Green efforts. From Saguenay-Lac-Saint-Jean to Montréal, this initiative connects employees and fans around one of Canada's most iconic cultural and sports traditions.
Since the partnership began, approximately 1.5 million aluminium cups have been distributed at the Bell Centre annually, helping replace the equivalent number of single-use plastic cups and reinforcing recycling practices in-venue.
Rio Tinto Aluminium & Lithium Chief Executive Jérôme Pécresse said: "Our new 'Forged Here' campaign is about our people, our impact in communities and the pride that our aluminium is part of a responsible Canadiens experience. I am excited to see it come to life across new channels, reaching even more Quebecers. When fans raise their cup at the Bell Centre, there is a real connection to our backyard in Saguenay-Lac-Saint-Jean, and to the teams who produce one of the world's lowest carbon aluminium that is infinitely recyclable.
Groupe CH Hospitality Senior Vice-President Patrick Bigras said: "Together, we're proud to engage fans with initiatives that reflect Montréal's and Québec's leadership - on the ice, in our communities, and in more sustainable arena operations."
A campaign built on pride - local, national, and employee-driven
"Forged Here" expands the partnership storytelling beyond decarbonisation alone to also highlight local pride, Québec leadership, and the economic and community impact of stable, high-quality jobs supported by Rio Tinto's aluminium operations.
The campaign creative features Rio Tinto's aluminium cup against an ice-rink backdrop - a nod to Canadian hockey culture while highlighting Rio Tinto's commitment to sustainability and decarbonisation. The integrated rollout includes in-arena visibility (digital signage, arena displays, and broadcast-visible assets), plus digital advertising and social amplification through the season.
Rio Tinto will also activate employee engagement moments tied to the partnership, including an employee launch event, reinforcing that the story of "Forged here" is powered by the people behind the product.
