Hyundai unveils new campaign ahead of the 2026 World Cup

Ahead of the 2026 FIFA World Cup, which will be jointly hosted by the U.S.A, Canada, and Mexico, Hyundai Motor Company (Hyundai) has highlighted its partnership of 27 years with FIFA with the unveiling of its new global campaign, "Next Starts Now", at the 2026 New York International Auto Show.

This campaign will see Hyundai bring robotics - its largest and most advanced mobility fleet to date - to the World Cup for the first time, deploying Atlas and Spot at designated venues to enhance match operations, fan engagement, and safety and efficiency throughout the tournament.

In addition, ahead of the tournament, Hyundai has also named Son Heung-min, captain of the South Korean national team, as its global brand ambassador.

The campaign will also see youth football camps hosted across the U.S.A and led by former USWNT icon Mia Hamm and former Manchester United and Everton goalkeeper Tim Howard

And starting from April 2026, Hyundai will also host youth football camps across the U.S.A, which will be led by USWNT icon Mia Hamm and former Manchester United and Everton goalkeeper Tim Howard. These will be held in four FIFA World Cup 2026 - Atlanta, Miami, New Jersey, and Los Angeles - for children between the ages of 6-12.

Each camp will feature morning and afternoon sessions designed to develop football fundamentals while building confidence, teamwork, and leadership in young players of all skill levels. Parents and guardians of the participants will also have the opportunity to explore the latest Hyundai vehicles through a ride-and-drive experience, as well as a chance to win 2026 FIFA World Cup tickets.

If you’re interested to watch the "Next Starts Now" campaign video, you can do so on Hyundai's YouTube channel or simply follow this link.