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NEW YORK — As South Korea’s largest automobile manufacturer, Hyundai Motor Group is known for its cars. But now, as one of FIFA’s longest-running commercial partners, it’s using the World Cup stage to announce a new focus: robots.
That ambition is clearly laid out in the FIFA Museum presented by Hyundai in New York City. At the iconic 50 Rockefeller Plaza, a robot dog greets visitors at the entrance, nodding its head up and down and shaking its hind. Another humanoid robot, referred to as Atlas, strikes a pose by the door. Above that door, there’s a banner of Atlas rejoicing with its arms up. Inside the building, Atlas stands with a soccer ball in its hands — it’s a popular photo spot with children.
And once inside the elevator leading up to the exhibition hall, the closing doors reveal yet another picture of Atlas, merged into the iconic image of Diego Maradona hoisting the World Cup trophy in 1986. The robots, they are everywhere.
Aside from the museum, Hyundai has also released a five-part documentary on teaching Atlas to play soccer as part of its World Cup marketing. And to cement the role of its robots in the tournament, a number of its robot dogs have been deployed in stadiums to patrol the area for added security.
The incessant display of robots is meant to send a message: Hyundai is now a robotics company — and it wants the world to know. What better place to advertise that than the largest sporting event on the planet?
Hyundai’s robotics ambitions began in earnest in 2020, when the automaker agreed to acquire a controlling stake in Boston Dynamics, the company behind Atlas and the dog-like robot Spot. Since then, the company has increasingly positioned itself as more than a carmaker, describing robotics as a core pillar of its future and investing in robots that can automate factory work and assist with other industrial tasks. The World Cup campaign is the latest step in that bid.
The effort, of course, is not without controversy. Hyundai’s plan to stock its factories in South Korea with robots has met strong resistance from its union, which fears that the humanoid robots will one day replace factory workers. As talks to negotiate wages and the deployment of these robots has stalled, the union overwhelmingly voted Wednesday to authorize a strike. Industrial action from the union, which is considered one of the largest and most influential in South Korea, would be a blow for Hyundai and cost the company hundreds of millions of dollars.
That labor dispute is notable because it could land in the U.S. as well: Hyundai plans to deploy its Atlas humanoid robots in the U.S. by 2028, starting with the Hyundai Motor Group Metaplant America in Georgia, ultimately deploying more than 25,000 robots.
It’s why the PR push for Atlas during the World Cup is so crucial to Hyundai. Hyundai Motor Group is one of FIFA’s select group of global sponsors, ensuring that no other automakers can advertise at official World Cup locations worldwide. When Hyundai renewed its sponsorship contract with FIFA in 2023, it included Boston Dynamics to “showcase future mobility solutions,” as a press release put it at the time.
Within the FIFA Museum, visitors look at the robots with awe rather than the fear associated with job loss and an uncertain future. At a table dedicated to miniature Atlas figures recreating iconic goal celebration poses — Lionel Messi raising his fingers to the sky, Son Heung-min making a camera gesture, Cristiano Ronaldo throwing his arms down — people lean in to take pictures, widening their eyes at the display.
“Mobility and robotics turn every match into a glimpse of new talent, energy, and possibilities,” a nearby sign about Hyundai’s future reads — a promise of optimism that can only be bottled inside the World Cup bubble.
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LOS ANGELES — Despite months of controversy beforehand, Friday’s encounter in Seattle did not turn out to be much of a “Pride Match” at all. Expressions of sexual and gender identity were sparse in the crowd, perhaps due to the random lottery pairing of Iran and Egypt, which have two of the world’s least hospitable societies and most repressive governments towards LGBT people.
Chance has produced a political pairing today that has a much stronger political claim to a “Pride Match” designation: the opening round-of-32 fixture in Los Angeles this afternoon. Canada and South Africa will meet because of the tournament’s bracket architecture, but they are parallel pioneers in gay and lesbian rights — the first two non-European countries to legalize same-sex marriage.
Canada got there first. Courts in its most populous provinces began to rule in 2003 that restricting marriage to opposite-sex couples violated the Canadian Charter of Rights and Freedoms, making it possible for gay men and lesbians to marry in much of the country. In 2005, the Liberal Party government led by Prime Minister Paul Martin introduced the Civil Marriage Act, creating a single legal standard for all provinces and territories. It passed a parliamentary vote on July 19, 2005, and became law the next day — placing Canada alongside the Netherlands, Belgium and Spain as the only countries that allowed same-sex marriage nationwide.
South Africa joined them the following year. In December 2005, the Constitutional Court of South Africa ruled that the common-law definition of marriage violated the equal-protection promises of the country’s post-apartheid constitution, which specifically protect people from discrimination on the basis of “sexual orientation.” After the court essentially ordered Parliament to rewrite the law, lawmakers drafted the Civil Union Act, which passed and became law on November 30, 2006.
Now more than three dozen countries allow same-sex unions, including the World Cup’s three North American co-hosts and all of the tournament favorites including Argentina, France, Brazil, Germany, Portugal and England (which along with Wales legalized them in 2014). South Africa, however, remains the only country in Africa.
Canada and South Africa have different constitutional regimes and cultural traditions, but one person links their shared arc as pioneers in LGBTQ+ rights: Montreal human-rights attorney Irwin Cotler, who served on Nelson Mandela’s legal team before becoming Canada’s justice minister. In that role, he was the driving force with Martin’s government to codify same-sex unions through the Civil Marriage Act.
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