Hyundai Motor opens museum and special exhibition to commemorate ‘FIFA World Cup 2026’

Hyundai Motor announced on Tuesday (9th) that it held the opening ceremony of the FIFA Museum at the Rockefeller Center in Manhattan, New York, USA on Monday (8th, local time), and will host a special exhibition commemorating the 'FIFA World Cup 2026™' from Thursday (11th, local time) to Sunday, 19th July (local time).

Attending the opening ceremony were Ji Sung-won, Executive Vice President and Head of Hyundai Motor's Brand Marketing Division; FIFA President Gianni Infantino; Marco Fazzone, Director of the FIFA Museum; and FIFA legends and former Italian national team players Roberto Baggio, Marco Materazzi, and Christian Vieri.

The FIFA Museum is a flagship football culture space that Hyundai Motor has operated in major host cities since the 2018 World Cup in Russia.

This year, it has been set up in 'Radio Park' within the Rockefeller Center in New York, offering free admission to a special exhibition themed 'Legacies of Champions' for one month during the World Cup period.

This exhibition is part of Hyundai Motor's global campaign 'Next Starts Now', highlighting iconic moments from the 100-year history of the FIFA World Cup alongside Hyundai Motor's journey as a FIFA sponsor.

The exhibition showcases key scenes from the first tournament in 1930 to the present day through ▲ iconic uniforms and artefacts from past tournaments ▲ digital content allowing visitors to experience the sporting and cultural impact of the World Cup ▲ and curated displays spotlighting champions from each era.

Winning entries from Hyundai Motor's flagship participation programme, the 'Be There With Hyundai' competition, which has been running since the 2006 World Cup in Germany, will also be on display.

'Be There With Hyundai' is a programme where football fans from around the world submit cheering content such as slogans and pledges, which are then applied to the buses of their respective national teams.

This year, under the theme 'The Greatest Cheer', it took the form of a children's competition, asking participants to draw pictures of the team they support among the 48 nations that qualified for the World Cup.

At this exhibition, based on Hyundai Motor's future mobility vision, Boston Dynamics' quadrupedal robot 'Spot' and humanoid robot 'Atlas' will greet visitors throughout the venue.

From Monday, 6th July, an outdoor space will feature a football pitch-themed experience zone where visitors can take part in quizzes and shooting games. Participants will receive commemorative balloons inflated using an air pump powered by the V2L (Vehicle-to-Load) function of the Ioniq 9.

In addition, the festive atmosphere will be enhanced by ▲ a cooling system experience utilising the Ioniq 9's V2L technology ▲ a cheering performance by Spot ▲ and a stadium-style LED screen.

Ji Sung-won, Executive Vice President and Head of Hyundai Motor's Brand Marketing Division, said, "This exhibition celebrates the history of football and highlights the power of football to connect people across generations and inspire them." He added, "The special value of football in uniting the world is why Hyundai Motor supports this sport and embodies the meaning of 'Next Starts Now'."

Admission to the FIFA Museum exhibition is free, with reservations available in advance via the Rockefeller Center official website or on-site.