Hyundai Unveils ‘Next Starts Now’ Campaign, Will Deploy Robots at 2026 World Cup
Hyundai Motor launched its 'Next Starts Now' campaign at the New York International Auto Show, announcing it will deploy Boston Dynamics' Atlas and Spot robots at the 2026 FIFA World Cup.
27 years
6 to 12
4
What Happened
Hyundai Motor Company unveiled its global campaign 'Next Starts Now' at the 2026 New York International Auto Show, naming South Korean football star Son Heung-min as brand ambassador ahead of the FIFA World Cup 2026. The campaign, inspired by Hyundai's 'Progress for Humanity' vision, emphasizes innovation in mobility and robotics.
“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. 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.”
In collaboration with Boston Dynamics, Hyundai will deploy the humanoid robot Atlas and the quadruped robot Spot at World Cup venues to assist with match operations, fan engagement, and safety. The company will also field its largest and most advanced mobility fleet yet to support tournament logistics.
- Atlanta
- Miami
- New Jersey
- Los Angeles
Hyundai also launched a global children's drawing contest 'Be There With Hyundai' for ages 5 to 12, where winning designs will be displayed on official team buses during the World Cup. The company will host youth football camps led by legends Mia Hamm and Tim Howard in the four U.S. host cities.
Why this matters
This campaign shows Hyundai expanding its long FIFA partnership beyond vehicles into robotics and youth engagement, aiming to connect fans with advanced technology and community programs.
Terms in This Story
- Boston Dynamics
- An engineering and robotics company known for advanced robots like Atlas and Spot.
- FIFA World Cup
- The international men's football championship organized by FIFA, held every four years.
Summarised from the linked release; details can be imperfect — always verify against the original source.