#USA #New York #Hyundai #FIFA World Cup #Son Heung-min

Hyundai's Bold Step into the Future with the 'Next Starts Now' Campaign

Hyundai Motor Company has recently launched an ambitious global marketing campaign titled 'Next Starts Now,' which aims to showcase the company's commitment to innovation and its pioneering approach to mobility and robotics. Set against the backdrop of the upcoming FIFA World Cup 2026™, this campaign marks a significant leap forward for Hyundai in its partnership with FIFA, a collaboration that has spanned 27 years. The campaign was officially revealed at the 2026 New York International Auto Show, where Hyundai also named Son Heung-min, captain of South Korea's national football team, as its global brand ambassador.

A Partnership Rooted in Innovation

As part of the 'Next Starts Now' campaign, Hyundai is set to incorporate advanced robotics into the World Cup, deploying robots developed by Boston Dynamics, including the impressive Atlas® humanoid and the agile Spot® robot. This strategic move aims to enhance various aspects of the tournament, from improving operational efficiency to elevating fan engagement experiences, all while emphasizing Hyundai’s dedication to creating a future-oriented society.

Embodying Values of Football and Innovation

Son Heung-min, who is renowned for his incredible skills on the football field and inspirational journey, embodies qualities of determination and teamwork—values that resonate deeply with both Hyundai and the spirit of football. He stated, “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.” He will actively participate in the campaign, appearing alongside robots in promotional content that will be shared across Hyundai's social media platforms.

Elevating the Fan Experience

In an era where technology is rapidly transforming every aspect of life, Hyundai's initiative to integrate robotics into a global sporting event like the FIFA World Cup is truly groundbreaking. José Muñoz, President and CEO of Hyundai Motor Company, expressed excitement about delivering the most ambitious collaboration yet, saying, “We are creating new and meaningful ways for fans to experience the game by introducing innovative technologies and immersive interactions.” The inclusion of robots like Atlas and Spot is anticipated to bring a unique dynamic to fan interactions and stadium operations, ensuring a memorable experience for attendees.

Hyundai has committed to deploying its largest and most advanced mobility fleet to support the tournament alongside these robotic innovations. This integration is expected to uphold the highest standards of safety and efficiency throughout the event.

Community Engagement and Youth Development

Beyond showcasing high-tech solutions at the World Cup, Hyundai is also focused on nurturing the next generation of football talent. The company will host youth football camps in four Host Cities—Atlanta, Miami, New Jersey, and Los Angeles—led by football legends Mia Hamm and Tim Howard. These camps are tailored for children aged 6 to 12 and aim to build connections between Hyundai’s global efforts and local communities.

Additionally, Hyundai launched a compelling global children's drawing contest called 'Be There With Hyundai,' inviting young fans worldwide to submit artwork supporting their favorite national teams. Selected designs will grace the official team buses at the FIFA World Cup 2026™, allowing children to feel actively involved in the celebration of the sport.

A Vision Beyond the Event

As Hyundai advances on its trajectory towards becoming a Smart Mobility Solution Provider, the company is investing heavily in cutting-edge technologies such as robotics and Advanced Air Mobility (AAM). The 'Next Starts Now' campaign is not merely about the FIFA World Cup; it encapsulates Hyundai's vision of 'Progress for Humanity,' as it seeks to address real-world mobility challenges while pursuing sustainable and technologically advanced solutions.

To view the dynamic campaign featuring Son Heung-min and Boston Dynamics' Atlas, prospective audiences can visit Hyundai Motor's official YouTube channel. For those interested in Hyundai Motor Company and its evolving initiatives, more details and updates can be found on their official website.

Through the 'Next Starts Now' campaign, Hyundai Motor is not just anticipating the future; it is actively crafting it, aiming to inspire communities worldwide through the beautiful game of football and groundbreaking advancements in technology.