Hyundai Motor Company launches a global marketing campaign named “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 the fan experience. Football star Son Heung-min is appointed as the brand ambassador for Hyundai, featuring alongside Boston Dynamics’ Atlas in a new campaign spot.
The partnership extends to local communities through youth football camps in four American cities, reinforcing Hyundai’s ties with grassroots football initiatives. The announcement took place at the New York International Auto Show 2026, where Hyundai showcased its new campaign ahead of the FIFA World Cup.
Inspired by Hyundai Motor’s vision of “Progress for Humanity,” the “Next Starts Now” campaign reflects the company’s dedication to promoting innovation in mobility and robotics. Son Heung-min, captain of the South Korean national football team and LAFC forward, was named as the global brand ambassador for Hyundai before the FIFA World Cup 2026.
Hyundai’s collaboration with Son Heung-min emphasizes values such as determination, teamwork, and inspiration, shared by both Hyundai Motor and football. Son Heung-min will represent the “Next Starts Now” campaign on and off the field, aligning with Hyundai’s focus on innovation and progress.
Hyundai’s involvement in the FIFA World Cup as an official partner for 27 years underscores its commitment to enhancing the tournament experience with cutting-edge technology. Through partnerships with Boston Dynamics, Hyundai will integrate robotics, including Atlas and Spot, in various tournament venues to improve match operations and fan engagement.
Moreover, Hyundai’s commitment to nurturing the next generation of football talent goes beyond technology, with plans to organize youth football camps in the US. The brand also launched the global drawing contest “Be There With Hyundai,” inviting children worldwide to support their favorite national teams through creative expressions.
For more information on Hyundai Motor Company and its initiatives, visit the official Hyundai World YouTube channel.
Source: Hyundai Motor Company
