Rio Tinto and Groupe CH announced the "Forged Here" campaign on February 3, 2026, to celebrate the workers and communities involved in Quebec's aluminum production. This campaign builds on a five-year partnership with the Montréal Canadiens, focusing on local expertise and sustainable practices.

The primary initiative involves the use of 100% recyclable, low-carbon aluminum cups at the Bell Centre, which replace roughly 1.5 million single-use plastic cups annually.

The campaign includes in-arena digital signage and social media content to connect fans with the regional origins of the metal in Saguenay-Lac-Saint-Jean. By focusing on high-quality jobs and environmental responsibility, both organizations aim to strengthen their ties with Quebecers through Canada’s hockey culture.