en.Wedoany.com Reported - Hyundai Motor has integrated its Boston Dynamics humanoid robot Atlas into the live match environment of the 2026 FIFA World Cup, claiming this marks the first time a robot of its kind has participated in a live World Cup halftime event.
Atlas made its debut during the halftime break of a World Cup Round of 16 match at the New York/New Jersey Stadium, performing a series of soccer-inspired goal celebration moves and handing the ceremonial match ball to the referee before the start of the second half. Hyundai stated that the event was part of its role as the official robotics partner of the tournament, aimed at showcasing the robot's operational capabilities in a live sports environment before a global audience. The company noted that this performance also marked the first public demonstration of the production version of Atlas's real-world mobility capabilities since its launch at CES 2026.
Sungwon Jee, Executive Vice President and Global Chief Marketing Officer of Hyundai Motor, said the demonstration aligns with the company's broader "Next Starts Now" campaign. Jee stated that the hope is for Atlas's performance on the world's biggest stage to prove that the future is not something to imagine, but something that starts now. The company is committed to developing human-centered innovations that seamlessly integrate into daily life and presenting a new vision of future mobility expanded through robotics. According to the company, Atlas's movements are achieved through robotics technologies such as motion retargeting, reinforcement learning, and whole-body control, enabling the robot to adapt human motions to its own form while maintaining balance and coordination.
Alberto Rodriguez, Director of Robot Behavior at Boston Dynamics, noted that the project combines entertainment with robot development. Collaborating with Hyundai Motor Group and FIFA to create unique moments for fans was an exciting challenge for the team. He stated that the method of training Atlas to perform these moves during the match is similar to teaching robots to handle real-world industrial applications.
Hyundai stated that the event builds on the "Next Starts Now" campaign and follows the company's "School of Football" content series. In that series, Atlas learned soccer-inspired moves using the same robotics technologies showcased in its World Cup debut. The company also announced the release of a documentary-style feature titled "The Training Ground," produced in collaboration with BBC StoryWorks Commercial Productions, which reveals the preparation process behind Atlas's World Cup event. The film is scheduled for release on its social media channels on July 7. Hyundai stated that the FIFA World Cup event reflects its broader investments in robotics, autonomous systems, and human-centered innovation, as the company continues to explore real-world applications of advanced robotics.
