Hyundai is a major sponsor of the FIFA World Cup, which is, of course, taking place this summer across the US, Mexico, and Canada (without Irish participation - darn you, Czech Republic!). As part of that sponsorship, the Korean car-making giant is going to be showing off its futuristic ideas during the tournament.
Are we going to see EVs on the pitch?
No, we're not - although the idea of an Ioniq 6 N pulling donuts in the centre circle is, to us, an appealing one. Actually, Hyundai's bringing something rather more interesting to the World Cup - robots.
What, like actual, real robots?
Oh yes. Hyundai has been working with the robotics experts at Boston Dynamics to create Atlas, a humanoid robot which is capable of lifting up to 50kg at a time, and which walks around just like you or I.
Hyundai says that Atlas will be brought out at matches to "enhance match operations, fan engagement, and safety and efficiency throughout the tournament.” We're hoping that it's already been taught to insult the referee…
Hyundai will also be deploying Spot. Spot is a dog-like robot that gambols about on four legs and has been designed to cope with tricky terrain that the bipedal Atlas can't tackle. If Spot could be trained (programmed…) to comically chase some of the Czech players around the pitch, that would be nice (not that we're bitter or anything).
What else is Hyundai doing at the World Cup?
Away from the robotics, Hyundai will, of course, be providing transport options for tournament officials and players, including what it calls: "its largest and most advanced mobility fleet to date.” Expect to see lots of Ioniq models swishing about the place, likely backed up by Santa Fe and Palisade models and the hydrogen-powered Nexo.
Hyundai is also taking on a new ambassador for the brand - global football icon, South Korean National Team captain and LAFC forward Son Heung-min, whom the car maker describes as someone who: "embodies the values that define both Hyundai Motor and football-determination, teamwork, and the power to inspire.”
Son Heung-min said: "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.”
José Muñoz, Hyundai's president and chief executive, said: "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. 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.”