Hyundai Motor Company launches 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 named brand ambassador by Hyundai, appearing alongside Boston Dynamics’ Atlas in a new campaign spot.
The partnership extends to local communities through youth soccer camps held in four U.S. cities.
“Next Starts Now” campaign reflects Hyundai’s dedication to promoting innovation in mobility and robotics.
Son Heung-min, captain of South Korea’s national football team and LAFC forward, becomes global ambassador for Hyundai.
As Hyundai continues its 27-year partnership with FIFA, the company aims to deliver its most ambitious collaboration to date at the 2026 World Cup.
Hyundai will utilize advanced robotics, including Atlas and Spot, in collaboration with Boston Dynamics to enhance fan experiences and operations throughout the tournament.
Hyundai will host youth soccer camps in the U.S., led by soccer legends Mia Hamm and Tim Howard, in cities hosting the 2026 FIFA World Cup.
Hyundai also launches the global drawing contest “Be There With Hyundai” for kids aged 5-12 to support their favorite national teams throughout the tournament.
For more information, visit the Hyundai brand journal.
