Hyundai renews FIFA sponsorship; Boston Dynamics, Supernal join

Hyundai Motor Co. and Kia Corp., the two automaking units of Hyundai Motor Group, said on Friday they have extended their FIFA partnerships through 2030, aligning with the organization’s goal to make football truly global.

This time, the two South Korean carmakers are joined by Boston Dynamics, a US robotics startup wholly owned by Hyundai, and Supernal LLC, Hyundai’s urban air mobility (UAM) affiliate, to showcase their futuristic technology during sporting events.

The renewed partnerships will encompass a wide range of prestigious FIFA competitions, including the highly anticipated FIFA Women’s World Cup 2023 and FIFA World Cup 2026.

Hyundai and Kia’s support for FIFA has spanned more than two decades, with an emerging emphasis on the growth and development of the women’s game.

“We are thrilled to continue our longstanding partnerships with Hyundai and Kia. Over the years, they have consistently demonstrated their commitment to supporting FIFA, and we value their dedication to enhancing the overall experience of our tournaments,” said FIFA President Gianni Infantino.

Hyundai Motor Group President Karl Kim said: “As we embark on this renewed collaboration, we look forward to showcasing the capabilities of our mobility solutions and partner brands on a global scale.”

TO SHOWCASE HYUNDAI’S FUTURE MOBILITY TECHNOLOGIES

The Korean automotive group said Boston Dynamics and Supernal’s participation in the sponsorship will provide “exciting opportunities” for the future mobility brands to showcase their respective expertise, technologies and sustainable approach to innovation.

Hyundai acquired Boston Dynamics, known for Spot, a maneuverable dog-like robot, humanoid robot Atlas and box-handling robot Stretch, in mid-2021 to strengthen its robotics business.

Supernal, headquartered in Washington, D.C., develops air vehicles in view of creating a transportation system that combines UAM and existing traffic networks.

The two subsidiaries are key parts of the group’s transformation into a smart and sustainable mobility service provider, according to Hyundai.

Through the sponsorship extension, Hyundai and Kia said they will ensure smooth and efficient transportation operations at FIFA’s global events and competitions by providing “comprehensive vehicle lineups that will fulfill all transportation requirements for FIFA.”

Write to Nan-Sae Bin at binthere@hankyung.com

In-Soo Nam edited this article.