Hyundai Motor and the FIFA Museum have opened a new World Cup fan experience at Rockefeller Center, and the exhibition includes something that makes it more than just another soccer nostalgia stop: Boston Dynamics robots.
The free exhibition, called “Legacies of Champions,” runs from June 11 through July 19 in New York City. It was created for the FIFA World Cup 2026 and brings together World Cup history, fan experiences, Hyundai’s long-running FIFA partnership, and robotics-powered exhibits.
Visitors will be able to see artifacts and jerseys from FIFA archives, with displays reaching back to the first World Cup in 1930. The exhibition also includes interactive storytelling around past champions, tournament culture, and the role the World Cup has played across generations of fans.
For Clanks readers, the big draw is Hyundai’s use of Boston Dynamics robots Spot and Atlas throughout the venue. Spot, the company’s well-known robot dog, will appear during fan activations at Rockefeller Plaza, promotional events, and Hyundai’s pop-up during the Fan Village period. Visitors who encounter Spot can receive a FIFA Museum photocard and participate in a social media scavenger hunt.
Atlas, Boston Dynamics’ humanoid robot, is also part of the experience. A static Atlas display will act as a wayfinding guide at Center Plaza, directing visitors toward the FIFA Museum. Inside the first-floor lobby, Atlas will be displayed holding an official FIFA World Cup 2026 match ball, giving fans a photo opportunity with one of the most recognizable humanoid robots in the world.
The exhibition also includes Hyundai’s “Be There With Hyundai” fan campaign, which features artwork created by children ages 5 to 12 from around the world. During the tournament, 48 selected pieces will appear on official National Team buses traveling across host cities in the United States, Canada and Mexico.
Outside, Hyundai is adding an interactive football pitch at Rockefeller Center’s North Plaza from July 6 through July 19. Fans will be able to shoot a ball to answer World Cup trivia, with successful participants receiving a celebratory balloon powered through the Hyundai IONIQ 9’s Vehicle-to-Load technology. The space will also include pitch-side-style LED boards, a goalpost, and a cooling system powered by the same vehicle technology.
The setup shows how Hyundai is using the World Cup to connect its car business, robotics ownership, and future technology messaging in one public event. Hyundai has been a FIFA partner for 27 years, but this activation pushes beyond transportation and sponsorship branding. It puts robots directly into the fan experience.
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