Hyundai Scores Robotics PR Win, Shanks Ball On FIFA Transport Opportunity

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The 2026 FIFA World Cup is going to be one of the biggest global events of the decade — as all World Cups are. It’s estimated that a whopping 1.5 billion people tuned in to watch the final match of the 2022 World Cup, and approximately 5 billion people “engaged with” the tournament in some way.

Being based in North America, a global technology center, there’s tremendous marketing opportunity for companies closely linked to the 2026 World Cup. Hyundai is apparently one of those companies.

The Robots

First of all, in a time when robots and AI are all the rage, Hyundai is getting a big PR boost by having its robots used and featured at the World Cup. “The FIFA World Cup 2026™ marks a transformative moment for Hyundai Motor’s robotics strategy, with the first official deployment of Boston Dynamics Spot® robots at tournament venues — reflecting the company’s expanded role as FIFA’s Official Robotics Partner and its vision for the future of smart mobility and robotics,” Hyundai writes.

“A total of four customized Spot robots will be deployed to support FIFA’s security operations:

• Locations: International Broadcast Center (Dallas); and New York–New Jersey Stadium
• Functions:
  • Autonomous patrol operations
  • Real-time site monitoring and inspection
• System: Powered by Enterprise Asset Management kit with industrial inspection and Enterprise Asset Management applications

“This deployment highlights Hyundai Motor’s focus on scalable, real-world robotics applications, improving operational efficiency and safety in complex, high-density environments.”

So, yeah, the company is not deploying a lot of robots, but you can bet those four will get plenty of air time and marketing spots throughout the tournament! Many people who don’t think about robots that often will see them and association Hyundai with robot leadership.

The Cars

Now to the disappointing part…. Hyundai is a key partner supplying vehicles for the tournament, and the company, despite having some great electric vehicles that are popular with consumers, is not deploying any electric vehicles. Here’s what the company has to share:

“The fleet, which includes 994 passenger vehicles and 506 buses, will support transportation for national teams, officials, tournament operations and media across 16 host cities in the United States, Canada and Mexico, helping enable seamless logistics and showcasing Hyundai Motor’s large-scale mobility capabilities.

“The fleet will primarily consist of the following models, with hybrid electric vehicle (HEV) variants available on select models:

• • PALISADE
  • SANTA FE
  • TUCSON
  • SANTA CRUZ
  • KONA
  • SONATA
  • ELANTRA
  • CRETA
  • CRETA GRAND
  • GENESIS GV80

“This innovative and award-winning lineup underscores Hyundai Motor’s full-spectrum mobility capabilities, delivering seamless, reliable and efficient transportation across one of the world’s largest sporting events.”

How disappointing is that? No Hyundai IONIQ 5, no Hyundai IONIQ 6, no Hyundai IONIQ 9. Nearly 1,000 passenger vehicles and no pure electric vehicles. So much opportunity to expose people to the enjoyment and benefits of electric vehicles, and not a single one is being used.

Hyundai wants to look futuristic and innovative, but it’s just deploying old-technology fossil-fueled vehicles alongside its four robots. What a huge missed opportunity! What a horribly shanked shot! It feels like Hyundai got to a penalty shootout in the FIFA World Cup final and shanked its shot over the crossbar.