Hyundai Motor showcases Boston Dynamics' Atlas® in historic FIFA World Cup 2026™ deployment, demonstrating real-world robotics capabilities on one of sport's biggest stages
First-ever integration of a humanoid robot into FIFA World Cup™ live match environment showcases Hyundai Motor Group and Boston Dynamics' leadership in robotics
Multi-channel storytelling highlights the innovation behind Atlas' historic FIFA World Cup appearance
SEOUL, South Korea and EAST RUTHERFORD, N.J., July 6, 2026 /PRNewswire/ -- Hyundai Motor Company today 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:
First public demonstration of the real-world movement capabilities of the production version of Atlas, first introduced at CES 2026
First-ever integration of a humanoid robot into FIFA World Cup live match environment
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?