What’s ‘Next’ for Hyundai: Inspiring the Next Generation
5 minute read
June 19, 2026
Hyundai Motor Company is bringing its ‘Next Starts Now’ vision to life by creating meaningful connections with the next generation through football, culture, and real-world experiences.
At the heart of this approach is a commitment to youth engagement, recognizing that the future of mobility, sport, innovation, and global culture is being shaped by young people around the world. As digital natives with a strong affinity for interactive platforms, younger audiences are engaging with football in new and dynamic ways, and Hyundai is creating opportunities to meet them there.
Football and Gaming: New Era of Fan Engagement
One key pillar of this approach is Hyundai’s gaming collaboration, which brings the brand into globally recognized gaming platforms. Through its partnership with Epic Games—including Hyundai-branded environments, vehicles, and mission-based interactions—Hyundai is connecting football and gaming to create immersive experiences that resonate with a younger audience. Players can engage with the brand throughout the FIFA World Cup™ Limited Time Event (LTE) held in Rocket League and Fortnite.
Across both games, the Hyundai IONIQ 6 N Line, along with exclusive vehicle items such as the World Cup themed decal, can be unlocked by completing specific quests and reaching designated experience levels. Hyundai will also host the ‘Next Starts Now Cup, presented by Hyundai’ Rocket League tournament in partnership with leading gaming creators and professional players, showcasing Hyundai vehicles throughout the competition. Together, these activations extend the FIFA World Cup™ experience beyond the pitch, creating new ways for fans to engage with football in the digital spaces where they spend much of their time.
Beyond the Pitch, Where Growth Begins
Beyond digital engagement, Hyundai is bringing its brand purpose to life through on-the-ground youth programs. At soccer camps held in celebration of the FIFA World Cup 2026™, young participants have the opportunity to train, play, and learn the values of teamwork, discipline, and passion. Designed not only to enhance football skills, these sessions also aim to build confidence and create lasting memories, reinforcing Hyundai's commitment to supporting youth development through sport.
In the U.S., Hyundai Motor America is further bringing this initiative to life through a series of youth soccer camps held across key cities, including Atlanta, Miami, New Jersey, and Los Angeles. Joined by legendary players such as Mia Hamm and Tim Howard, participants benefit from world-class coaching, hands-on experiences and confidence-building activities.
Designed as a tangible expression of Hyundai’s ‘Next Starts Now’ campaign, these programs transform the brand’s global FIFA World Cup™ partnership into meaningful, community-driven impact—empowering young participants to develop not only as players, but as future leaders both on and off the field.
From grassroots programs to educational and welfare partnerships, Hyundai works with organizations and local stakeholders to create inclusive opportunities for children and young people. These initiatives focus on fostering growth and access, helping more young people, regardless of background, experience the value of sport and community.
When Football Becomes a Canvas for Creativity
Hyundai’s commitment to the next generation is also expressed through creative initiatives such as 'Be There With Hyundai', a global children’s drawing contest that invites young participants aged 5 - 12 to submit football-inspired artwork. Going beyond national boundaries, children are encouraged to express support for teams and cultures from around the world, capturing the universal and inclusive spirit of the game. The 48 winning entries were implemented in the designs for all the National Team buses of the FIFA World Cup 2026™. The artworks were also showcased at the FIFA Museum special exhibition at Rockefeller Center in New York City, highlighting diverse perspectives while celebrating football as a shared global language. In addition, the winning children were invited to attend the FIFA World Cup 2026™ with their guardians, where they had the opportunity to watch the matches in person—allowing them to experience, in a truly meaningful way, the moment when their perspectives and messages of support became connected to the world’s greatest stage of football.
Together, these initiatives, spanning digital engagement, cultural
storytelling, and community programs, demonstrate how Hyundai is
building meaningful connections with the next generation.
By empowering young audiences and supporting their growth, the brand is
not only celebrating football today but also helping shape its future.
Because for Hyundai, the next generation is not just an audience: it is the
starting point of what comes next.