Hyundai Motor Group uses World Cup to showcase robotics, global partnership

Atlas captivated millions during the closing stages of the 2026 FIFA World Cup, but the humanoid robot's headline-grabbing halftime appearance also underscored Hyundai Motor Group's 27-year partnership with FIFA and its expanding ambitions beyond the automotive industry.

The robot, developed by Boston Dynamics, emerged from the players' tunnel during halftime of the Brazil-Norway round of 16 match at New York New Jersey Stadium on July 5, recreating famous goal celebrations before presenting the match ball to the referee.

The performance quickly gained international attention, placing Hyundai Motor Group's robotics technology on one of the world's largest sporting stages.

The company said a behind-the-scenes campaign video, "The Training Ground," which chronicles the development of the World Cup robotics performance, has surpassed 16.5 million views on YouTube.

Spot, Boston Dynamics' quadruped robot, also drew crowds while conducting autonomous patrol and monitoring duties at major tournament venues, including the International Broadcast Center in Dallas and New York New Jersey Stadium.

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