Hyundai Motor opens FIFA Museum in New York to mark 100 years of World Cup history

Hyundai Motor Co has opened a commemorative museum in New York dedicated to 100 years of World Cup history, aiming to connect with soccer fans around the world.

The automaker held the opening ceremony for the FIFA Museum at Rockefeller Center in Manhattan on Sunday. The museum will run a special exhibition tied to the FIFA World Cup 2026 from Thursday through July 19.

Attendees at the opening ceremony included Ji Sung-won, executive vice president and head of brand marketing at Hyundai Motor, FIFA President Gianni Infantino, FIFA Museum Director Marco Fazzone, and Italian soccer legends Roberto Baggio, Marco Materazzi and Christian Vieri.

The FIFA Museum is a soccer cultural space that Hyundai Motor has operated in major host cities since the 2018 Russia World Cup. This year's edition is housed at Radio Park inside Rockefeller Center and features a free special exhibition under the theme "Legacy of Champions."

The exhibition is part of Hyundai Motor's global campaign "Next Starts Now" and traces iconic moments from 100 years of FIFA World Cup history alongside the automaker's journey as an official FIFA partner since 1999.

The exhibition floor features historic World Cup uniforms and artifacts, digital interactive content, and displays spotlighting champions from different eras. Works selected through Hyundai Motor's "Be There With Hyundai" fan participation program — which has run since the 2006 Germany World Cup — will also be on display.

Boston Dynamics' four-legged robot Spot and humanoid robot Atlas, both from Hyundai Motor Group's robotics subsidiary, will greet visitors throughout the venue and showcase the group's vision for future mobility.

Starting July 6, an outdoor experience zone will also open. Visitors can enjoy quiz games and shooting challenges in a soccer-themed activity area, and participants will receive commemorative balloons made using the Ioniq 9's Vehicle-to-Load (V2L) function. Additional attractions include a V2L-powered cooling system, a cheering performance by Spot, and a stadium-style LED display board.

"This exhibition celebrates the history of soccer and highlights the power of the sport to connect people across generations," Ji said. "The special value of soccer in uniting the world is exactly why Hyundai Motor supports this sport — and that is what 'Next Starts Now' is all about."

FIFA Museum Director Fazzone said he was delighted to meet fans from around the world through the exhibition in New York, one of the key World Cup host cities, made possible with Hyundai Motor's support. "We hope this special exhibition will bring fans together, inspire one another, and let everyone feel the magic of this beautiful sport," he added.

Meanwhile, as the official mobility partner of the FIFA World Cup 2026, Hyundai Motor will provide a record total of 1,500 vehicles during the tournament — 994 passenger cars, including the Palisade, Santa Fe, Tucson, Kona, Avante and Creta, along with 506 buses.