Kia's collaboration with the Montreal Alouettes was born from the shared values of excellence, movement, and self-improvement. This first year as official automotive partner included the presence of Kia vehicles placed in front of the stadium and made available to the team, messages on the Jumbotron and banners, and also outside the stadium with social media content, a contest, and radio broadcasts. This partnership, which began in 2023, will be renewed in 2024.