Hyundai Motor Company has pulled off the World Cup’s first robotic halftime activation, deploying Boston Dynamics’ humanoid robot Atlas during the Round of 16 clash between Brazil and Norway.
The stunt saw Atlas deliver the match ball and run through goal celebrations made famous by tournament stars, including Brazil’s Matheus Cunha and Norway’s Erling Haaland.
The activation is the latest chapter of Hyundai’s ‘Next Starts Now’ campaign that launched earlier this year at the New York International Auto Show as part of the brand’s broader ‘Progress for Humanity’ vision. Hyundai also named South Korean national team captain Son Heung-min as global brand ambassador, with the footballer appearing alongside Atlas in campaign spots released across the automotive brand’s social channels.
“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,” said Heung-min.
Hyundai has partnered with FIFA for 27 years. This year marks the first time that partnership has expanded into robotics, with Atlas and Spot (Boston Dynamics’ quadruped robot). Both robots were deployed at select venues to support match operations, fan engagement and security.
“As we continue our 27-year partnership with FIFA, Hyundai Motor is committed to delivering its most ambitious collaboration yet at the largest World Cup ever in 2026. We are creating new and meaningful ways for fans to experience the game by introducing innovative technologies and immersive interactions that will be both memorable and impactful,” said Hyundai Motor Company president and chief executive José Muñoz.
“This year, we are expanding our role on the world stage by bringing advanced robotics – including Atlas and Spot, in collaboration with Boston Dynamics. We’re also thrilled to partner with Son Heung-min, a global icon whose inspiring journey reflects our vision of connecting communities through football and beyond.”
The World Cup push also extended into grassroots football. Hyundai has run youth football camps across four host cities including Atlanta, Miami, New Jersey and Los Angeles. The camps have been fronted by retired American footballers Mia Hamm and Tim Howard, alongside a global children’s drawing competition that put the winning artwork on official team buses throughout the tournament.
Hyundai’s Spot robots have also been deployed on World Cup security operations, supporting autonomous patrols and asset protection across select venues throughout the tournament.
The activation lands as Hyundai works to reposition itself beyond a traditional automotive manufacturer.
