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As Norway and Brazil had been set to get again to play within the second half at New York/New Jersey Stadium on Sunday, a particular visitor delivered the match ball to the pinnacle referee on the pitch.
Hyundai Motor Firm built-in Atlas, a sophisticated humanoid robotic developed by Boston Dynamics, into the Spherical of 16 match. Hyundai Motor, the official robotics associate of the World Cup, delivered the first-ever robotics-powered halftime activation to a reside world viewers.
Because the sold-out crowd in New Jersey, and the tens of millions watching from house, appeared on, Atlas did a twirl close to the tunnel whereas holding the match ball. Then, he gave a slight bow earlier than handing it to the referee to start play as soon as extra.
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Boston Dynamics’ Atlas, a sophisticated humanoid robotic, performs on the 2026 FIFA World Cup on Sunday, July 5, 2026. (Hyundai Motor Group)
It was a key second for Hyundai Motor Group because it underscored the corporate’s rising management in robotics in addition to its dedication to advancing human-centered innovation by way of experiences that join know-how with individuals in significant methods.
And what higher place to do this than the World Cup.
This activation introduced superior robotics to the world’s greatest match, marking the primary public demonstration of Atlas’ real-world motion capabilities. Atlas was first launched at CES 2026, however those that couldn’t catch it there noticed what it was able to in actual time on Sunday.
Additionally, this was the first-ever integration of a humanoid robotic right into a World Cup reside match surroundings.
“As a part of Hyundai’s ‘Subsequent Begins Now’ marketing campaign, we needed Atlas’s efficiency on the world’s greatest stage to exhibit that the long run isn’t one thing we think about – it begins now,” Sungwon Jee, govt vp and world chief advertising and marketing officer at Hyundai Motor Firm, mentioned in a press release.
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“At Hyundai, we’re dedicated to growing human-centered innovation that integrates seamlessly into on a regular basis life, and to presenting a brand new imaginative and prescient of future mobility expanded by way of robotics – displaying that robotics could be a trusted associate in humanity’s progress by way of numerous and artistic model experiences.”
As Jee talked about, Hyundai Motor’s world “Subsequent Begins Now” marketing campaign connects communities by way of soccer, whereas additionally inspiring the subsequent technology of gamers, followers and innovators. The combination of Atlas on Sunday confirmed how conceptual demonstrations can flip right into a real-life second.
Boston Dynamics’ Atlas delivers the match ball to a referee on the FIFA World Cup in East Rutherford, New Jersey, on Sunday, July 5, 2026. (Hyundai Motor Group)
Boston Dynamics labored exhausting to get Atlas proper for the large second at New York/New Jersey stadium. Atlas’s efficiency was powered by a number of core robotics capabilities to allow superior motion and real-world interplay, together with retargeting know-how, reinforcement studying and whole-body management.
The retargeting know-how permits Atlas to translate and adapt human actions, which included the football-inspired celebration and gesture it featured on its spin close to the tunnel. Then, reinforcement studying makes use of 1000’s of simulations to coach and refine actions earlier than Atlas is deployed.
Lastly, whole-body management coordinates motion throughout Atlas’ complete physique, enabling fluid, balanced and dynamic movement – all of which had been on show at halftime.
| Ticker | Safety | Final | Change | Change % |
|---|---|---|---|---|
| HYMLF | HYUNDAI MOTOR CO. | 89 | -31.00 | -25.83% |
“At Boston Dynamics, we’ve at all times taken inspiration from human athletic feats like gymnastics, dancing, parkour and now soccer to push ahead the frontier of what robots can do in a approach that connects with individuals,” Alberto Rodriguez, director of Robotics habits at Boston Dynamics, mentioned in a press release. “Working with Hyundai Motor Group and FIFA to create such a novel second for followers was an thrilling problem for our workforce. The way in which we educated Atlas to carry out these enjoyable actions on the match is much like how we educate the robotic to tackle real-world industrial functions.
Hyundai Motor Group launched Boston Dynamics’ Atlas, a sophisticated humanoid robotic, on the 2026 FIFA World Cup on Sunday. (Hyundai Motor Group)
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“It’s a good way to introduce individuals in every single place to the unbelievable potential of immediately’s AI-enabled robots.”
Whereas the World Cup activation represents Hyundai Motor’s most seen demonstration of its robotics ambitions, the corporate continues to spend money on robotics, autonomous methods and human-centered innovation because it stays targeted on how these applied sciences can create significant experiences and assist form a extra linked future for all.
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