Next Starts Now:
Bringing the Future Forward
at 2026 FIFA World Cup™
4 minute read
May 22, 2026
In celebration of 2026 FIFA World Cup™, Hyundai is shaping the future with ‘Next Starts Now’ campaign. From the tournament grounds to the everyday moments inside your vehicle, we are bringing the innovation in mobility and robotics forward today — alongside engagement programs that deliver the excitement of the World Cup straight to our next customers. Read on to find out more about how Hyundai is taking Next to life, on and off the pitch.
The Future Brought Forward with
Next Starts Now
The spirit of football is driven by its relentless forward motion. And the FIFA World Cup™ is the stage that so boldly looks to the future - where the next talent rises, impossible comebacks unfold, and new legacies are made. Over our 27-year partnership with FIFA, we’ve seen that sport’s true power lies in its ability to inspire what comes after. In football, as in innovation, “next” is not just a moment ahead - it is an action we take now.
And this belief is at the heart of our global campaign for the 2026 FIFA World Cup™: Next Starts Now. Hyundai doesn’t wait around for the future to arrive. We bring it forward - turning possibility into real-world progress, from mobility to robotics, on the road and on the world’s biggest football stage.
Leading the Charge to the Next :
Son Heung-min
As Hyundai's journey to the 2026 FIFA World Cup™ begins, we are proud to welcome Korean national football icon Son Heung-min as our global brand ambassador.
One of the most influential figures in global football today, Son embodies the core values that he shares with Hyundai: determination, teamwork, and the power to inspire. On and off the pitch, his presence reflects the spirit of Next Starts Now – not just as a leader of today’s game, but as a catalyst whose journey continues to inspire the next generation to shape the future of football, together.
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. Son Heung-min, South Korea national team captain and Hyundai Motor Company global ambassador
Mobility in Motion, Robotics in Action
Since 1999, as an official FIFA partner, Hyundai has helped power the FIFA tournaments, supporting mobility across venues.
Over the years, Hyundai has supported the event by providing official tournament vehicles that help enable mobility for National Teams, officials, media and tournament operations across multiple host cities and countries, supporting the movement of people and operations throughout the tournament.
In 2026, Hyundai expands its role at the FIFA World Cup™ by deploying its largest and most advanced mobility fleet to date and, through its collaboration with Boston Dynamics, becoming the first and only official partner to provide robotics for the tournament. As part of this effort, Security Spot, a four-legged patrol robot, will support on-site security operations, helping contribute to a safer tournament environment.
Together, these efforts reflect how Hyundai’s role at the FIFA World Cup™ continues to evolve—from supporting movement across the tournament to bringing mobility and innovation into real-world environments in new ways.
The Future Starts on Your Drive
This experience of innovation extends beyond the pitch and right into your vehicle. In celebration of the upcoming 2026 FIFA World Cup™, we are introducing a special display theme designed to fill your digital cluster and infotainment screen with the dynamic energy of the tournament.
Boston Dynamics’ Atlas and Spot will greet you from the moment you turn the vehicle on and off, as well as across your navigation screens. But this is more than just a visual update. It is a powerful message brought into your everyday life, fueled by the excitement of the upcoming World Cup: the new future we are shaping through the convergence of mobility and robotics has already begun.
From Test Drive to the Stadium
To ensure customers worldwide can directly experience and enjoy the festival atmosphere of 2026 FIFA World Cup™, Hyundai has prepared a special promotional campaign.
This exclusive customer invitation program offers test drive participants at Hyundai dealerships across the globe the opportunity to attend World Cup matches.
Under the ‘Next Starts Now’ campaign concept, this test drive promotion has been executed across more than 40 countries, creating a valuable opportunity for Hyundai to engage with Next Customers and hear their voices directly at the events.
Selected winners of this promotion will have the opportunity to enjoy a 4-day trip to host countries, where they will attend Group Stage matches of 2026 FIFA World Cup™.
Follow Hyundai (@hyundai) on Instagram as our innovative journey unfold at the 2026 FIFA World Cup™.