Hyundai Next Starts Now Campaign Brings Robotics to FIFA World Cup 2026
Hyundai Motor Company has launched its global “Next Starts Now” campaign ahead of the FIFA World Cup 2026, highlighting its focus on innovation in mobility and robotics.
As part of the campaign, Hyundai will deploy robotics technologies from Boston Dynamics, including Atlas and Spot, to support tournament operations and improve fan experiences.
Football player Son Heung-min has been named global brand ambassador and will feature in campaign content alongside the Atlas humanoid robot.
The campaign was introduced at the New York International Auto Show and connects Hyundai’s broader vision of advancing technology with real-world applications.
In addition to global promotion, Hyundai plans to engage local communities through youth football camps across four U.S. cities, linking the campaign with grassroots participation.
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