Hyundai Uses the FIFA World Cup Stage to Showcase Football’s Future and the Rise of Robotics
Hyundai Motor Company has launched a global marketing campaign ahead of the FIFA World Cup 2026™, and it is making a statement that reaches far beyond football. The company’s new campaign film, titled Next Starts Now, combines elite athletes, teenage football prodigies, and advanced robotics in a message centered on innovation, ambition, and what comes next.
Unveiled at the 2026 New York International Auto Show, the campaign serves as Hyundai’s latest activation tied to its long-standing relationship with FIFA. The company has partnered with FIFA for 27 years, yet this campaign takes a different path. It places equal attention on athletic talent and technological progress.
The 60-second film features South Korean football icon Son Heung-min alongside Atlas®, the humanoid robot developed by Boston Dynamics. Together, they share the screen with five young football players who are already making headlines despite their age.
A Campaign Built Around One Simple Message
The central theme is straightforward. The future is not something people wait for. It begins with actions taken today.
Hyundai uses football as the backdrop for that message. The company draws a connection between young athletes pushing their limits and engineers creating new technologies. Both groups are building what comes next.
Sungwon Jee, Executive Vice President and Global Chief Marketing Officer at Hyundai Motor Company, said the campaign reflects Hyundai’s broader philosophy.
According to Jee, the company sees the future as something that people actively create rather than something that simply arrives on its own. The campaign uses young players, Son Heung-min, and robotics technology to communicate that vision to a worldwide audience.
The film will be distributed across television, digital channels, and social media platforms in approximately 180 countries throughout the FIFA World Cup 2026™.
The Five Teen Football Players Already Turning Heads
A major focus of the campaign is the next generation of football talent. Hyundai selected five young athletes from different countries, each bringing an impressive list of accomplishments despite being teenagers.
Da’vian Kimbrough
At just 16 years old, Da’vian Kimbrough has already secured a place in sports history. The Sacramento Republic FC forward became the youngest professional athlete in American team sports history. His inclusion highlights the growing trend of elite athletes reaching professional levels at increasingly younger ages.
Bruno Cabral
The 15-year-old Argentine forward from River Plate has earned attention as the top scorer in the 2025 CONMEBOL Liga Evolución Sub15 Masculina tournament. River Plate has produced some of football’s biggest names, and Cabral is already being discussed as a player to watch.
Stella Spitzer
Representing the United States, Stella Spitzer became the youngest professional signing in USL Super League history. The Carolina Ascent FC forward represents the growing investment in women’s football and the increasing opportunities available to young female athletes.
Kauan Basile
Brazil has a long tradition of producing football stars, and Kauan Basile appears eager to continue that tradition. At 14, the Santos FC forward already owns the all-time single-edition scoring record in the Campeonato Paulista Sub-11 competition.
Khalil Mitchell
England’s Khalil Mitchell rounds out the group. The Chelsea FC Academy midfielder earned MVP honors at the East Mallorca Cup and has emerged as one of the academy system’s promising young players.
Together, these athletes represent different countries, different football systems, and different backgrounds. What they share is potential. Hyundai is betting that many football fans will be hearing these names for years to come.
Why Son Heung-min Was the Natural Choice
Son Heung-min serves as more than a celebrity appearance in the film.
As captain of South Korea’s national team and one of Asia’s most accomplished football players, Son represents the path these young athletes hope to follow. His presence bridges the gap between today’s stars and tomorrow’s stars.
In the campaign, Son watches over the young players and encourages them. The role fits naturally with his status as a global ambassador and role model.
Son said the World Cup has always been a showcase for emerging talent. He noted that the campaign’s focus on future players and innovation closely matches his own experiences and aspirations.
For Hyundai, Son adds authenticity. Fans know his story. They know the work required to reach the top level of international football.
Atlas Robot Steps Onto the Pitch
The campaign’s most unexpected participant may be Atlas.
Boston Dynamics’ humanoid robot appears alongside the official FIFA World Cup 2026™ match ball. The image creates an immediate contrast. On one side stands athletic talent built through years of training. On the other stands technology built through years of engineering.
That contrast is exactly the point.
Hyundai acquired a controlling interest in Boston Dynamics in 2021 and has invested heavily in robotics research. Atlas has become one of the most recognizable humanoid robots in the world, known for its ability to walk, run, jump, and perform increasingly sophisticated movements.
By placing Atlas on the football field, Hyundai signals that its future ambitions extend beyond automobiles. The company continues to position itself as a broader mobility and technology company.
The visual also carries a subtle message. Today’s children may grow up working alongside advanced robotics in ways previous generations could not have predicted.
World Cup Activations Already Underway
The campaign extends far beyond a single commercial.
During April and May, Hyundai hosted youth soccer camps in several U.S. cities, including Atlanta, Miami, New Jersey, and Los Angeles. Football legends Mia Hamm and Tim Howard participated in the events.
Young players received coaching instruction, participated in interactive activities, and had opportunities to win FIFA World Cup 2026™ tickets.
The company also incorporated vehicle experiences into the events, creating a direct connection between football engagement and Hyundai’s automotive business.
Fan Festivals and Technology Experiences Planned Across North America
As the tournament approaches, Hyundai plans to expand its presence at major World Cup locations.
Fans can expect activations at FIFA Fan Festival sites in Los Angeles, Atlanta, Miami, Toronto, Guadalajara, and Monterrey. Hyundai will also participate in the NYNJ World Cup 26 Fan Zone in Queens, New York.
The company says these experiences will blend technology, storytelling, and football culture.
That strategy reflects a larger shift in sports marketing. Brands are no longer satisfied with placing logos around stadiums. They want fans to interact with products, experiences, and narratives.
Additional Programs Keep the Campaign Moving
Several supporting initiatives are scheduled throughout the World Cup cycle.
The “School of Football” content series will feature both Son Heung-min and Atlas. Hyundai also plans involvement with the FIFA Museum’s “Legacies of Champions” exhibition at Rockefeller Center.
Another initiative, called “Be There With Hyundai,” will showcase artwork created by children from around the world on national team buses.
The common thread remains consistent. Young people are at the center of the story.
Hyundai’s Next Starts Now campaign arrives at a moment when brands are searching for ways to connect sports, technology, and culture into a single message. The company has chosen football’s biggest stage to make that connection. By pairing Son Heung-min with five rising stars and one of the world’s most recognizable humanoid robots, Hyundai is presenting a vision where athletic achievement and technological progress move side by side. Whether fans come for the football, the robotics, or simple curiosity about a robot carrying a World Cup ball, the campaign is likely to attract attention long before the opening match of FIFA World Cup 2026™.
