Hyundai Motor Unveils Atlas Humanoid Robot at FIFA World Cup 2026™ in First-Ever Live Match Activation

• Hyundai Motor showcased Boston Dynamics' Atlas® humanoid robot during the FIFA World Cup 2026™, demonstrating cutting-edge robotics on one of the world's biggest sporting stages.

• For the first time ever, a humanoid robot was integrated into the environment of an official FIFA World Cup match, highlighting Hyundai Motor Group's and Boston Dynamics' leadership in robotics.

• A comprehensive communication campaign will unveil the story behind Atlas's historic appearance at the FIFA World Cup 2026™.

Hyundai Motor Company integrated the Atlas® humanoid robot, developed by Boston Dynamics, into the Brazil vs. Norway Round of 16 match of the FIFA World Cup 2026™, held at the New York/New Jersey stadium. As the official robotics partner of the tournament, the company executed the first-ever halftime activation during a World Cup match, presenting the latest advancements in robotics to millions of viewers worldwide.

This historic demonstration solidifies Hyundai Motor Group's leading position in robotics development and reflects the company's commitment to creating innovations that place humanity at the center of technological progress.

A Historic Moment for Robotics and Global Sports

With Atlas's appearance, robotics stepped onto one of the world's largest sporting stages for the first time, proving that such technologies can reliably function even in the dynamic environment of a live sporting event.

The presentation marked two significant historical milestones:

The first public demonstration of the production version of Atlas and its real-world motor capabilities, following the robot's debut at CES 2026.

The first appearance of a humanoid robot in an official FIFA World Cup™ match.

With this demonstration, Hyundai Motor continues to advance its "Progress for Humanity" vision, showcasing how robotics can create real benefits and inspiring experiences for people worldwide.

"As part of the global 'Next Starts Now' campaign, we wanted Atlas's appearance on the world's biggest football stage to show that the future isn't distant – it starts today. At Hyundai, we are dedicated to developing human-centric innovations that seamlessly integrate into everyday life. Robotics is a crucial part of our vision for future mobility, and we believe that through such experiences, it can be a true partner in societal development," shared Sungwon Jee, Executive Vice President and Global Chief Marketing Officer at Hyundai Motor Company.

What Happened During Halftime?

At the start of halftime, Atlas emerged from the tunnel onto the pitch, captivating the audience with a series of iconic goal celebration gestures inspired by some of the world's most famous footballers, including Harry Kane, Erling Haaland, Matheus Cunha, and Son Heung-min.

The performance enhanced the stadium's atmosphere while simultaneously showcasing the robot's impressive motor capabilities and expressiveness.

Following the demonstration, Atlas handed the official football to the referee, signaling the start of the second half. Before a massive audience, the robot demonstrated precise, coordinated movements and reliable operation in a real, dynamic environment.

How Did Atlas Master the Football Moves?

Atlas's performance was built upon several key robotic technologies:

Retargeting Technology – allows human movements, including football gestures and celebrations, to be adapted to the robot's structure.

Reinforcement Learning – algorithms for learning through thousands of simulations that optimize movements before their real-world execution.

Whole-Body Control – a system that coordinates the movement of the entire body, ensuring fluidity, balance, and dynamism.

The combination of these technologies enables Atlas to perform increasingly complex tasks and adapt to various conditions in real-world environments.

"At Boston Dynamics, we've always drawn inspiration from human athletic achievements – gymnastics, dance, parkour, and now football – to push the boundaries of what's possible for robots. Collaborating with Hyundai Motor Group and FIFA on this project was a true challenge. The way we trained Atlas for this performance is similar to the methods we use to prepare it for real industrial applications. This is a fantastic way for people worldwide to get acquainted with the potential of modern AI-powered robots," stated Alberto Rodriguez, Director of Robot Behavior, Boston Dynamics.

Part of the Global "Next Starts Now" Campaign

Atlas's appearance is a natural continuation of the global "Next Starts Now" campaign, through which Hyundai Motor uses football as a platform to inspire the next generation of players, fans, and innovators.

Following the "School of Football" series, where Atlas mastered moves like the impressive Ghost Rabona, the robot took the next logical step – demonstrating what it learned in the real atmosphere of the World Cup.

Hyundai Motor will also present the short documentary film "The Training Ground," created in collaboration with BBC StoryWorks Commercial Productions, which chronicles the robot's technical preparation for its participation in the FIFA World Cup 2026™. The film will be released on July 7th in both a full 3.5-minute version and a 30-second format.

The Next Step in Robotics Development

The demonstration at the FIFA World Cup 2026™ is the largest public display to date of Hyundai Motor Group's robotic technologies and clearly shows the company's ambition to develop robotics, autonomous systems, and human-centric innovations.

By combining sports, technology, and captivating storytelling, Hyundai Motor continues to realize its "Progress for Humanity" vision, proving that innovations can not only change how we move but also how people interact with technology.