Hyundai Motor Company has launched a global marketing campaign called “Next Starts Now,” rooted in its commitment to innovation.
Hyundai will deploy its robotic capabilities at the FIFA World Cup with Boston Dynamics’ AtlasMD and SpotMD systems to support tournament operations and enhance fan experience.
Football star Son Heung-min has been named a brand ambassador for Hyundai, appearing alongside Boston Dynamics’ Atlas in a new campaign spot.
The partnership extends to local communities through youth football camps organized in four American cities.
Visit the Hyundai Information Center to learn more.
SEOUL, South Korea and NEW YORK, April 1, 2026 /CNW/ – Hyundai Motor Company today celebrated its partnership with FIFA and unveiled its new global campaign, “Next Starts Now,” at the 2026 New York International Auto Show, ahead of the FIFA World Cup 2026.
Shaped by Hyundai Motor’s vision of “Progress for Humanity,” “Next Starts Now” reflects the company’s commitment to promoting innovation in mobility and robotics. At the 2026 New York International Auto Show, Hyundai Motor appointed Son Heung-min, captain of the South Korean national football team, as a global brand ambassador before the FIFA World Cup 2026.
Inspired by Hyundai Motor’s 27-year partnership with FIFA, the global campaign “Next Starts Now” brings to life the vision of “Progress for Humanity.” The campaign aims to bring the future directly to fans rather than waiting for it to unfold.
Hyundai Motor will showcase its largest and most advanced mobility fleet to date at the FIFA World Cup 2026, working alongside robots to support seamless operations at all tournament sites.
Hyundai’s commitment to supporting the next generation of football goes beyond technology, with plans to organize youth football camps in the United States led by football legends Mia Hamm and Tim Howard.
For more information on Hyundai Motor and its products, visit: https://www.hyundai.com/worldwide/en/ or the Hyundai Information Center.
Boston Dynamics is a global leader in developing and deploying highly mobile robots capable of addressing complex industrial and security challenges.
SOURCE Hyundai Motor Company
