07 July 2026 | News
Image Courtesy: Public Domain
Hyundai Motor Company integrated Atlas®, an advanced humanoid robot developed by Boston Dynamics, into FIFA World Cup 2026™ during the Round of 16 match at New York/New Jersey Stadium. As the Official Robotics Partner of the tournament, Hyundai Motor delivered the first-ever robotics-powered halftime activation on football's biggest stage, bringing advanced robotics technology to a live global audience.
The moment underscores Hyundai Motor Group's growing leadership in robotics and its commitment to advancing human-centered innovation through experiences that connect technology with people in meaningful ways.
Why Is This a Milestone for Robotics and Global Sport?
The activation brought advanced robotics to one of the world's largest sporting platforms, demonstrating how the future technology can operate within the fast-paced environment of a live FIFA World Cup match.
The performance marked two significant milestones:
By bringing robotics into a live sporting environment, Hyundai Motor is advancing its "Progress for Humanity" vision while demonstrating how robotics innovation can create meaningful experiences for people around the world.
"As part of Hyundai's 'Next Starts Now' campaign, we wanted Atlas's performance on the world's biggest stage to demonstrate that the future isn't something we imagine — it starts now. At Hyundai, we are committed to developing human-centered innovation that integrates seamlessly into everyday life, and to presenting a new vision of future mobility expanded through robotics — showing that robotics can be a trusted partner in humanity's progress through diverse and creative brand experiences." – Sungwon Jee, Executive Vice President and Global Chief Marketing Officer, Hyundai Motor Company
What Happened During the Halftime Activation?
At halftime, Atlas emerged from the player tunnel, capturing the crowd's attention with a sequence of iconic goal celebrations inspired by some of the world's most celebrated footballers, including Harry Kane, Erling Haaland, Matheus Cunha, and Son Heung-min. The performance heightened the stadium atmosphere while underscoring Atlas' advanced mobility and expressive capabilities.
Following the performance, Atlas delivered the ceremonial match ball to the referee with its signature precision and control, marking the start of the second half. The activation unfolded live before a global audience, showcasing Atlas' ability to execute highly coordinated movements and operate reliably within the dynamic, real-world environment of a major international sporting event.
How Did Atlas Learn to Demonstrate Football-Inspired Movements Live?
Atlas' halftime performance was powered by several core robotics capabilities that enable advanced movement and real-world interaction:
Together, these capabilities allow Atlas to perform increasingly sophisticated tasks while adapting to changing conditions and environments.
"At Boston Dynamics we have always taken inspiration from human athletic feats like gymnastics, dancing, parkour and now football to push forward the frontier of what robots can do in a way that connects with people. Working with Hyundai Motor group and FIFA to create such a unique moment for fans was an exciting challenge for our team. The way we trained Atlas to perform these fun movements at the match is similar to how we teach the robot to take on real-world industrial applications. It's a great way to introduce people everywhere to the incredible potential of today's AI-enabled robots." – Alberto Rodriguez, Director of Robotics Behavior, Boston Dynamics
How Does This Connect to Hyundai Motor's Broader "Next Starts Now" Campaign?
The halftime activation builds on Hyundai Motor's global "Next Starts Now" campaign, which connects communities through football while inspiring the next generation of players, fans and innovators. The integration of Atlas in live match environment translates conceptual demonstrations into a live, real-world moment on the FIFA World Cup stage and represents the culmination of Hyundai Motor's robotics storytelling—demonstrating how advanced robotics technology can move beyond controlled environments to operate in dynamic settings and reinforcing that future innovation can be experienced today.
The moment also extends storytelling introduced through Hyundai Motor's School of Football content series, where Atlas learned football-inspired movements including the "Ghost Rabona" using the same robotics technologies showcased on the FIFA World Cup stage.
Behind-the-scenes content and additional storytelling from the activation will continue across Hyundai Motor's owned and earned channels in the weeks following the event.
Additionally, Hyundai Motor and BBC StoryWorks Commercial Productions will release "The Training Ground," a documentary-style advertisement feature film showcasing the technical preparation of Atlas' World Cup activities. Produced in both a 3.5-minute full-length version and a 30-second cutdown, the film will be released on July 7 across Hyundai Motor's social channels.
What's Next for Robotics at Hyundai Motor Group?
The FIFA World Cup activation represents Hyundai Motor Group's most visible demonstration yet of its robotics ambitions, showcasing advanced robotics on one of the world's largest global stages.
As Hyundai Motor Group continues to invest in robotics, autonomous systems and human-centered innovation, it remains focused on exploring how these technologies can create meaningful real-world experiences and help shape a more connected future.
By bringing together sport, technology and storytelling at FIFA World Cup 2026™, Hyundai Motor continues to advance its "Progress for Humanity" vision while demonstrating how innovation can connect with people in engaging and meaningful ways.
