Hyundai Brings Robotics to FIFA World Cup 2026

Hyundai Motor Unveils "Next Starts Now" Campaign, Set to Showcase Robotics at FIFA World Cup 2026™.

Hyundai Motor Company highlighted its partnership with FIFA alongside the unveiling of its new global campaign, "Next Starts Now," at the 2026 New York International Auto Show, ahead of the FIFA World Cup 2026.

Inspired by Hyundai Motor's "Progress for Humanity" vision, "Next Starts Now" reflects the company's commitment to advancing innovation in mobility and robotics. At the New York International Auto Show, Hyundai Motor named Son Heung-min, captain of South Korea's national football team, as its global brand ambassador ahead of the FIFA World Cup 2026.

Son Heung-min Joins as Global Ambassador

Global football icon, South Korean National Team captain and LAFC forward Son Heung-min embodies the values that define both Hyundai Motor and football: determination, teamwork, and the power to inspire. As a global role model, he will represent the "Next Starts Now" campaign on and off the pitch, appearing alongside Boston Dynamics' Atlas, an advanced humanoid robot, in one of two new campaign spots available across Hyundai Motor's social channels.

"I strongly believe that the future belongs to those who chase it, and that mindset drives me to work harder every day and stay ready for whatever comes next," said Son Heung-min. "The belief that 'Next Starts Now' is one that I share with Hyundai Motor, and together, we are playing a role in driving the future forward."

Robotics at the World Cup

As an official FIFA partner for 27 years, Hyundai Motor has supported the tournament through vehicle provision, transporting teams, officials, and media between venues. For the FIFA World Cup 2026, Hyundai Motor expands that role by bringing robotics to the World Cup in collaboration with Boston Dynamics.

Hyundai will deploy Atlas and Spot robots at designated venues to enhance match operations, fan engagement, safety and efficiency throughout the tournament. Hyundai Motor will deploy its largest and most advanced mobility fleet to date, working alongside these robots to support seamless operations across tournament venues.

Leadership Perspective

José Muñoz, President and Chief Executive Officer at Hyundai Motor Company, said the company is committed to delivering its most ambitious collaboration yet at the largest World Cup ever in 2026. "We are creating new and meaningful ways for fans to experience the game by introducing innovative technologies and immersive interactions that will be both memorable and impactful," Muñoz said.

Sungwon Jee, Executive Vice President and Global Chief Marketing Officer at Hyundai Motor Company, said "Next Starts Now" is Hyundai's global campaign for the FIFA World Cup 2026, bringing the company's vision of "Progress for Humanity" to life. "Rather than waiting for the future to unfold, we're bringing it directly to fans," Jee said.

Youth Football Initiative

Hyundai Motor's commitment to supporting the next generation of football goes beyond technology to the young athletes and communities who shape the future of the game. Beginning in April, Hyundai Motor will host youth football camps across the U.S., led by football legends Mia Hamm and Tim Howard.

Camps will be held in four FIFA World Cup 2026 host cities: Atlanta, Miami, New Jersey, and Los Angeles. The camps are designed for children ages 6 to 12, directly connecting Hyundai Motor's partnership with local communities.

Hyundai Motor, in partnership with FIFA, also launched the global children's drawing contest "Be There With Hyundai," inviting children ages 5 to 12 around the world to submit artwork in support of their favorite national teams. Selected designs will be showcased on official team buses throughout the FIFA World Cup 2026.

Company Background

Established in 1967, Hyundai Motor Company is present in over 200 countries with more than 120,000 employees dedicated to tackling real-world mobility challenges. Based on the brand vision "Progress for Humanity," Hyundai Motor is accelerating its transformation into a Smart Mobility Solution Provider.

Boston Dynamics is the global leader in developing and deploying highly mobile robots capable of tackling industrial and safety challenges. The company has three robots in its portfolio: Spot, a quadruped for industrial inspections; Stretch, a box-moving robot for logistics and retail; and Atlas, an electric humanoid platform currently in development.

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