NEW YORK — Known globally for its automobiles, Hyundai Motor Group is taking a bold step beyond the road and onto the soccer field. As one of FIFA's longest-standing commercial partners, Hyundai is seizing the World Cup spotlight to unveil its ambitious dive into the world of robotics.

At the heart of this robotic revelation is the FIFA Museum presented by Hyundai at 50 Rockefeller Plaza. Upon entering, visitors are greeted by a robotic dog, playfully nodding and wagging. Nearby, the humanoid robot Atlas strikes an inviting pose. The theme continues inside, where images of Atlas, including one where it triumphantly mimics Diego Maradona’s iconic 1986 World Cup trophy lift, adorn the museum.

Hyundai's message is clear: it is now as much a robotics company as it is a car manufacturer. This transformation began in 2020 after acquiring a major stake in Boston Dynamics, creators of Atlas and Spot the robot dog. Hyundai’s vision extends beyond automotive, aiming to integrate robotics into industrial operations, including their factories.

The application of these robots isn't confined to museums and marketing stunts. During the World Cup, Hyundai’s robot dogs are deployed in stadiums, enhancing security measures. Additionally, a five-part documentary showcases the training of Atlas in playing soccer, blending the worlds of technology and sport.

However, Hyundai's shift towards robotics has stirred controversy, particularly among its workforce. The company’s plans to introduce robots into its South Korean factories have been met with strong opposition from its union, fearing job losses. This resulted in a significant vote by the union to authorize a strike, which could have substantial financial repercussions for Hyundai.

The stakes are high in the U.S. as well, with plans to introduce over 25,000 Atlas robots to the Hyundai Motor Group Metaplant America in Georgia by 2028. This move underscores the importance of the ongoing PR campaign featuring Atlas during the World Cup, where Hyundai enjoys exclusive advertising rights among automakers.

Within the celebratory atmosphere of the FIFA Museum, the robots spark curiosity and admiration. Visitors are captivated by displays of miniature Atlas robots mimicking famous goal celebrations by stars like Lionel Messi and Cristiano Ronaldo. Hyundai’s exhibit promises a future where mobility and robotics enhance human life and sports, encapsulating a spirit of innovation and optimism that resonates deeply during the World Cup.

Through this high-profile campaign, Hyundai not only aims to redefine its corporate identity but also to shape the public’s perception of robots — not as job threats, but as partners in progress and play. As the World Cup unfolds, Hyundai’s robots are not just showcasing their capabilities; they are becoming part of the global soccer family, playing a new, game-changing role in the beautiful game.