Hyundai Motor Group reaffirmed its partnership with FIFA as an official sponsor of the 2026 FIFA North America World Cup, marking 27 years of collaboration. In addition to providing official vehicles, Hyundai showcased its advancements in robotics and future mobility technologies during the tournament.
According to industry sources, Hyundai launched a robotics marketing campaign featuring the humanoid robot 'Atlas' and the four-legged robot 'Spot' at this World Cup.
Atlas made an appearance during halftime of the Round of 16 match between Brazil and Norway, performing a routine that included recreating famous players' celebrations and delivering the match ball to the referee. Spot captured the attention of spectators by autonomously patrolling and monitoring key locations at the International Broadcast Center and stadiums.
The international response has been positive. Fortune magazine described the scenes as "unprecedented in World Cup history," while Adweek analyzed that Hyundai created a new global marketing case by combining its World Cup sponsorship with its robotics technology and brand vision.
A video documenting Atlas's preparation, titled 'The Training Ground,' has surpassed 16.5 million views on YouTube.
Hyundai also provided a record 2,160 official vehicles for this tournament, the largest number for a single FIFA World Cup. Since the 2002 Korea-Japan World Cup, Hyundai has supplied over 8,900 official vehicles across seven tournaments.
Hyundai's partnership with FIFA began in 1999 when it became the official automotive sponsor. Over the past 27 years, it has supported the World Cup and other FIFA events.
This partnership is the third longest among FIFA's top-tier sponsors, following Adidas and Coca-Cola. Hyundai will maintain its status as a FIFA official partner until 2030.
Meanwhile, Spain won the 2026 North America World Cup final on July 20, defeating Argentina 1-0 at MetLife Stadium in New York/New Jersey.
* This article has been translated by AI.
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