Hyundai Motor introduces ‘Next Starts Now’ campaign, highlighting robotics at FIFA World Cup 2026
Hyundai Motor Company has launched its ‘Next Starts Now’ campaign, which will feature robotics from Boston Dynamics at the FIFA World Cup 2026. Football star Son Heung-min joins as a brand ambassador, while youth football camps will be hosted in U.S. cities.
Hyundai Motor Company has announced the launch of its global marketing initiative, ‘Next Starts Now,’ which underscores the company’s dedication to innovation. As part of this campaign, Hyundai plans to integrate robotics into the FIFA World Cup 2026, utilizing advanced technology from Boston Dynamics to enhance both operations and the overall fan experience during the tournament.
In a strategic move, Hyundai will deploy Boston Dynamics’ cutting-edge robots, Atlas® and Spot®, to assist in various aspects of the World Cup. These robots are expected to play a crucial role in operational support, while also engaging fans with interactive experiences, thus showcasing Hyundai’s forefront position in technological advancements.
To further strengthen its campaign, Hyundai has appointed renowned football player Son Heung-min as a brand ambassador. Son will feature prominently in the campaign’s promotional materials, including a new advertisement that pairs him with Boston Dynamics’ Atlas robot, highlighting the synergy between sports and technology.
Beyond the World Cup, Hyundai’s campaign will extend into community engagement through youth football camps. These camps, set to take place in four cities across the United States, aim to inspire young athletes and foster a love for the sport, while simultaneously promoting Hyundai’s brand values of innovation and community involvement.