Kia is sitting out the Super Bowl this year. Itís decided not to run a spot in the game, after a decade of doing so. Itís sister company Hyundai is also not advertising this year.
Kia says itís passing on the games this year to instead expand its charitable initiatives in support of America's youth.
Kia's "Accelerate The Good" program began in 2019 when the Great Unknowns Scholarship was established to help young people in need get a foothold in higher education. At the onset of the pandemic in 2020, Kia says it continued those efforts through two separate 1 million dollar donations to organizations that support America's homeless youth population.
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