Hyundai Motor Company has unveiled its global marketing campaign for the 2026 FIFA World Cup, placing robotics and innovation at the center of its strategy while naming Son Heung-min as its global ambassador.
Titled “Next Starts Now,†the campaign extends Hyundai’s 27-year partnership with FIFA and aims to connect with younger audiences through technology-driven fan experiences.
The announcement was made during the New York International Auto Show 2026, where Hyundai showcased promotional content featuring Son alongside Atlas, a humanoid robot developed by Boston Dynamics.
According to Hyundai Global CMO Sungwon Jee, the campaign reflects the company’s vision of “Progress for Humanity,†focusing on bringing future technologies directly to fans instead of waiting for them to evolve naturally.
As part of its World Cup operations, Hyundai will deploy its largest-ever vehicle fleet to transport teams, staff, and media. However, the standout innovation will be the integration of Atlas and Spot robots into stadium environments. These robots will assist with match-day operations, security, and fan engagement, offering a futuristic layer to the tournament experience.
Hyundai President and CEO José Muñoz emphasized that the initiative is designed to create memorable and interactive experiences for fans through advanced technologies.
Youth-Focused Initiatives
The campaign also includes several grassroots initiatives aimed at younger audiences. Starting this month, Hyundai will host football clinics across the United States, led by former U.S. national team stars Tim Howard and Mia Hamm.
These clinics will take place in key host cities such as Atlanta, Miami, New Jersey, and Los Angeles, targeting children aged 6 to 12.
In parallel, Hyundai and FIFA have launched the “Be There With Hyundai†global contest, inviting children aged 5 to 12 to submit drawings supporting their national teams. Winning designs will be featured on team buses used during the World Cup.