Hyundai is bringing robotics into one of the world’s biggest sporting events as part of a new global campaign tied to the 2026 FIFA World Cup.
At the 2026 New York International Auto Show, Hyundai Motor Company unveiled its “Next Starts Now” campaign, highlighting its growing focus on robotics and advanced mobility. The initiative builds on the company’s long-running “Progress for Humanity” vision and signals a push to integrate robots into large-scale public events.
As part of the announcement, Hyundai named Son Heung-min as its global brand ambassador. The South Korean national team captain and international football star will front the campaign, including appearing alongside Atlas, a humanoid robot developed by Boston Dynamics.
Hyundai plans to feature both Atlas and the quadruped robot Spot during the FIFA World Cup 2026, marking a significant expansion of robotics into a global sporting environment. The robots are expected to support operations at select venues, assist with logistics, and enhance fan experiences. Hyundai also indicated that robotics could play a role in improving safety and efficiency during the tournament.
The company has been an official partner of FIFA for 27 years, traditionally providing transportation for teams, officials, and media. For the 2026 tournament, Hyundai says it will deploy its largest mobility fleet yet, working in tandem with robotic systems to streamline operations across multiple host cities.
The campaign itself centers on the idea that innovation is already shaping the present, not just the future. In promotional content, Son Heung-min appears with Atlas to emphasize the connection between human performance and robotic advancement.
Beyond robotics and mobility, Hyundai is also tying the campaign to grassroots football development. Starting in April, the company will host youth football camps across the United States in cities including Atlanta, Miami, New Jersey, and Los Angeles. The camps will be led by former U.S. soccer stars Mia Hamm and Tim Howard, targeting children between the ages of 6 and 12.
Hyundai is also launching a global children’s drawing initiative called “Be There With Hyundai,” inviting young fans to submit artwork supporting their favorite national teams. Selected designs will be displayed on official team buses during the tournament.
With the 2026 World Cup set to be the largest in history, Hyundai’s integration of robotics suggests a broader shift in how major events are managed and experienced. By combining autonomous machines with traditional infrastructure, the company is positioning robotics as a key part of the live event ecosystem rather than a future concept.
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